Uploaded June 2024 | Updated September 2026, 2 weeks ago
In the UAE, the surge in electric vehicle (EV) purchases has been notable, driven by a growing awareness of environmental concerns and the need for sustainable transportation. However, given the relatively limited availability of home charging stations, reliance on public charging infrastructure is common. For potential EV buyers, a crucial step in their decision-making process involves researching the nearest charging points to ensure practicality.
Capitalizing on this consumer behavior, BMW, a recent player in the UAE's EV market, devised a strategic campaign. They strategically photographed their EVs at over 300 charging stations across Dubai and cleverly integrated these images into Google Maps reviews for each location. This innovative tactic, orchestrated by Serviceplan Dubai, essentially "photobombed" the Google Maps reviews with BMW's electric vehicles, ensuring that every search for charging stations prominently featured images of BMWs.
The campaign's simplicity was its strength; it only required three BMWs and a smartphone to execute. Beyond staged photos that appeared authentic, BMW also provided 360-degree views of the cars' interiors and incorporated QR codes into the images, enabling viewers to request test drives.
The results were impressive: the images garnered 2 million organic views on Google Maps, leading to a remarkable 400% increase in test drives, with a significant portion of new bookings directly attributed to Google Maps. Moreover, the campaign generated $2.2 million in earned media and garnered attention from influential motoring channels like Arab GT, boasting 3.7 million social media followers in the region.
AWARDS
Cannes Lions 2024
- Bronze in Media
CREDITS
Brand: BMW Middle East, United Arab Emirates.
Regional Head of Marketing & Product: Ali Kherallah.
Regional Marketing Communication Manager: Mariam Al Rousan.
Director, Marketing & Customer Life Cycle Management AGMC: Ziad Boghdady.
Digital Business Unit Manager AGMC: Eyad Hawarneh.
Creative Agency: Serviceplan Middle East, Dubai.
Managing Partner: Natalie Shardan.
Digital and Social Strategy Lead: Karim Mroueh.
Sr. Account Manager: Gonca Gorgulu.
Account Executives: Naba Kadri, Tarek Daher.
Chief Creative Officer: Akhilesh Bagri.
Executive Creative Director: Nishant Shah.
Creative Director: André Couto.
Associate Creative Directors Copy: Sameer Suri, Aashna Gopalkrishnan..
Associate Creative Directors Art: Kenneth Barnes, Daniel Zacatenco.
Art Directors: Kunal Gagwani, Alejandro Bucoy.
Digital Art Director: Yasir Ali.
Senior Copywriter: Zein Sadedin.
Copywriter: Mariam Maroof.
Producer: Geetika Sood.
In the UAE, the surge in electric vehicle (EV) purchases has been notable, driven by a growing awareness of environmental concerns and the need for sustainable transportation. However, given the relatively limited availability of home charging stations, reliance on public charging infrastructure is common. For potential EV buyers, a crucial step in their decision-making process involves researching the nearest charging points to ensure practicality.
Capitalizing on this consumer behavior, BMW, a recent player in the UAE's EV market, devised a strategic campaign. They strategically photographed their EVs at over 300 charging stations across Dubai and cleverly integrated these images into Google Maps reviews for each location. This innovative tactic, orchestrated by Serviceplan Dubai, essentially "photobombed" the Google Maps reviews with BMW's electric vehicles, ensuring that every search for charging stations prominently featured images of BMWs.
The campaign's simplicity was its strength; it only required three BMWs and a smartphone to execute. Beyond staged photos that appeared authentic, BMW also provided 360-degree views of the cars' interiors and incorporated QR codes into the images, enabling viewers to request test drives.
The results were impressive: the images garnered 2 million organic views on Google Maps, leading to a remarkable 400% increase in test drives, with a significant portion of new bookings directly attributed to Google Maps. Moreover, the campaign generated $2.2 million in earned media and garnered attention from influential motoring channels like Arab GT, boasting 3.7 million social media followers in the region.
AWARDS
Cannes Lions 2024
- Bronze in Media
CREDITS
Brand: BMW Middle East, United Arab Emirates.
Regional Head of Marketing & Product: Ali Kherallah.
Regional Marketing Communication Manager: Mariam Al Rousan.
Director, Marketing & Customer Life Cycle Management AGMC: Ziad Boghdady.
Digital Business Unit Manager AGMC: Eyad Hawarneh.
Creative Agency: Serviceplan Middle East, Dubai.
Managing Partner: Natalie Shardan.
Digital and Social Strategy Lead: Karim Mroueh.
Sr. Account Manager: Gonca Gorgulu.
Account Executives: Naba Kadri, Tarek Daher.
Chief Creative Officer: Akhilesh Bagri.
Executive Creative Director: Nishant Shah.
Creative Director: André Couto.
Associate Creative Directors Copy: Sameer Suri, Aashna Gopalkrishnan..
Associate Creative Directors Art: Kenneth Barnes, Daniel Zacatenco.
Art Directors: Kunal Gagwani, Alejandro Bucoy.
Digital Art Director: Yasir Ali.
Senior Copywriter: Zein Sadedin.
Copywriter: Mariam Maroof.
Producer: Geetika Sood.
