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We decided to take the BMW Evs to where the purchase decision was really made. Presenting BMW iJack – tunring Google Maps into the largest network of virtual showrooms by seeding BMW electric cars in the pictures listed by visitors. But how did we do it?
BMW Middle East
Breaking Into the Emerging EV Market as the Last Major Brand
As the last major brand to enter UAE’s emerging EV market, BMW faced the task of distinguishing itself amid established competitors. In a region where public charging stations are the lifeblood of electric vehicle ownership, BMW had to capture the attention of potential customers who prioritize charging accessibility even before visiting a dealership. This challenge demanded a creative, resourceful approach to ensure the BMW EVs stood out in a crowded and rapidly evolving market.
The Solution
Turning google maps into a virtual showroom
As the last ones to enter the EV market in the UAE, we wanted to disrupt the category, in a guerilla effort to launch our electric range, we took aour shiny beamers and photobombed every one of Dubai’s 300 EV charging stations in broad daylight. So each time anyone (including proud owners of Audi, Mercedes, Testal, Porsche), looked for charging stations near them, our Evs pulled right up – making BMW top of mind. A covert operation, one year in the making, with smart QR codes intercepting every search with an invitation to test drive our cars.
„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!"
Serviceplan Middle East
