BMW / UAE / 2024Digital & Tech · PR Stunts
BMW iJack.
People thinking about an electric car often check where they could charge it. BMW put photos of its EVs on the Google Maps listings of more than 300 public charging stations in Dubai, so anyone looking found a BMW already plugged in.
- Brand
- BMW
- Agency
- Serviceplan Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
BMW was entering the UAE's electric vehicle market while buyers still worried about where they would charge. It wanted to appear in that research without buying traditional ads.
The idea
Serviceplan Middle East photographed BMW EVs at charging stations across Dubai and uploaded the pictures to each station's Google Maps reviews, with links to BMW's test drive booking page. Someone checking whether a charger was nearby saw a BMW using it.
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Creative Effectiveness – Breakthrough on a BudgetSilver
- Cannes Lions 2024Media – C01 AUDIENCE INSIGHTSBronze
Credits
- Creative agency
- Serviceplan Middle East
- Media placement
- Mediaplus Middle East
- Manager Partner, Serviceplan Middle East
- Natalie Shardan
- Manager Partner, Serviceplan Middle East
- Rami Hmadeh
- Manager Partner, Serviceplan Middle East
- Azhar Siddiqui
- Global Chief Creative Officer, Serviceplan Group
- Alex Schill
- Executive Creative Director, Serviceplan Middle East
- Nishant Shah
- Creative Director, Serviceplan Middle East
- André Couto
- Creative Director, Serviceplan Middle East
- Saleh Elghatit
- Strategy & Innovation Lead, Serviceplan Middle East
- Karim Mroueh
- Associate Creative Director, Serviceplan Middle East
- Kenneth Barnes
- Associate Creative Director, Serviceplan Middle East
- Aashna Gopalkrishnan
- Associate Creative Director, Serviceplan Middle East
- Daniel Zacatenco
- Associate Creative Director, Serviceplan Middle East
- Sameer Suri
- Art Director, Serviceplan Middle East
- Kunal Gagwani
- Art Director, Serviceplan Middle East
- Yasir Ali
- Art Director, Serviceplan Middle East
- Alejandro Bucoy
- Copywriter, Serviceplan Middle East
- Zein Sadedin
- Copywriter, Serviceplan Middle East
- Mariam Maroof
- Arabic Copywriter, Serviceplan Middle East
- Nehal Salah
- Agency Producer, Serviceplan Middle East
- Geetika Sood
- Business Director, Serviceplan Middle East
- Rawida Saade
- Sr. Account Manager, Serviceplan Middle East
- Gonca Gorgulu
- Account Manager, Serviceplan Middle East
- Tania Zebian
- Account Executive, Serviceplan Middle East
- Tarek Daher
- Account Executive, Serviceplan Group Middle East
- Naba Kadri
- Regional Head of Marketing & Product, BMW Middle East
- Ali Kherallah
- Regional Marketing Communication Manager, BMW Middle East
- Mariam Al Rousan
- Director Marketing & Consumer Life Cycle Management, BMW AGMC
- Ziad Boghdady
- Digital Business Unit Manager, BMW AGMC
- Eyad Hawarneh
- General Manager, Mediaplus
- Charbel Jreijiri
- Media Manager, Mediaplus
- Tareq Almasri
- Head of Strategy, Serviceplan Middle East
- Frances Valerie Bonifacio
