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Ambient
BMW iJack: Photobomb
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.
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