Serviceplan ME transforms Google Maps into a virtual showroom with BMW iJACK campaign
Posted on 2024 Jan,30  | By ArabAd's staff

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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.




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