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Serviceplan Middle East and BMW Middle East photobombed every charging station listing on Google Maps with BMW electric cars.
When it comes to electric vehicles in the UAE, data shows that public charging stations are the primary source of charging, so potential buyers look for nearby charging stations first.
Google Maps display over 300 stations scattered throughout Dubai city, along with photos shared by visitors. This presents an untapped and unexplored opportunity; therefore, Serviceplan's creative team decided to hijack all these listings and transformed Google Maps into a virtual showroom for the BMW electric range.
The shoot was intense as the team visited a lot of EV charging locations in Dubai including Times Square, Enoc Jumeirah Beach Road, Jumeirah Islands, Al Furjan, Anatara Business bay, Mercato mall, Etihad Museum, Civil Defense Emirates Martyrs’ station, Expo Sustainability parking, Ibn Battuta Mall, Dubai Police Academy, Enoc Media city, Dubai Maritime city and Dubai Hospital.
Now, whenever someone searches for the nearest charging station, they see a BMW, including the reader's!
André Couto, Creative Director, Serviceplan Middle East explains: "When we asked ourselves,'What do people do when searching for Electric Vehicles?' we not only found our insight but also our idea and a straightforward and efficient execution. The challenge was executing it over an entire year to ensure coverage of all charging stations and the coordination with the dealerships to secure the availability of cars, which were often in use for test drives or events."
Karim Mroueh, BMW Group Business Director, Serviceplan Middle East adds: “With iJack, we've given those pictures thumbnails on Google maps another purpose (Sorry Google!) just as BMW did with the engines. Who said that innovation and creativity need big budget, it’s all about the who, how and where plus the BMW way: cutting edge, innovative, and constantly visible!”
This campaign was all about smart strategy, and it truly demonstrated that innovation and creativity do not have to be expensive. It is about understanding your audience.
Credits:
Team – Serviceplan Middle East
Managing Partner – Natalie Shardan
Digital and Social Strategy Lead – Karim Mroueh
Sr. Account Manager – Gonca Gorgulu
Account Executive – Naba Kadri
Account Executive – Tarek Daher
Chief Creative Officer – Akhilesh Bagri
Executive Creative Director – Nishant Shah
Creative Director – André Couto
ACD Copy – Sameer Suri
ACD Art – Kenneth Barnes
ACD Copy – Aashna Gopalkrishnan
ACD Art – Daniel Zacatenco
Art Director – Kunal Gagwani
Digital Art Director – Yasir Ali
Senior Copywriter – Zein Sadedin
Copywriter – Mariam Maroof
Art Director – Alejandro Bucoy
Producer – Geetika Sood
Team – BMW Middle East
Regional Head of Marketing & Product – Ali Kherallah
Regional Marketing Communication Manager – Mariam Al Rousan
Team – AGMC
Director, Marketing & Customer Life Cycle Management - Ziad Boghdady
Digital Business Unit Manager – Eyad Hawarneh
