BMW Middle East has photobombed every charging station listed in Dubai on Google Maps with its electric cars as part of a new campaign.
Serviceplan Middle East and BMW Middle East’s ‘crazy’ campaign involved photographing more than 300 stations.
“Of course, we did. You can call it crazy. We call it the BMW iJACK,” it boldly stated.
The thinking: 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.
BMW said the shoot was intense as the team “visited a lot of EV charging locations in Dubai”.
Google Maps displays more than 300 stations scattered throughout the emirate, 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.”
Join Campaign Middle East for our first Breakfast Briefing of the year – on Ramadan advertising and The Year Ahead for the media and marketing sector in 2024. Click here for more details.
Year-long campaign
André Couto, Creative Director at Serviceplan Middle East, said: 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, Business Director at Serviceplan Middle East, added: “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”
