Description
Did we photobomb every charging station listing on Google Maps with our electric cars? Of course, we did. You can call it crazy. We call it the BMW iJACK.
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. 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.
Google Maps display over 300 stations scattered throughout the city, along with photos shared by visitors. This presents an untapped and unexplored opportunity, we hijacked all these listings and transformed Google Maps into a virtual showroom for the BMW electric range. So now, whenever someone searches for the nearest charging station, they see a BMW, including the reader! This campaign was all about smart strategy, not big budgets, and it truly demonstrates that innovation and creativity do not have to be expensive. It is about understanding your audience.
This professional campaign titled 'BMW iJack' was published in United Arab Emirates in January, 2024. It was created for the brand: BMW Middle East, by ad agency: Serviceplan Middle East. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 3 months ago.
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
