While most automotive marketing is done on traditional platforms, we took our launch in a completely different direction – and infiltrated Google Maps. We took our EVs to every public charging station in Dubai and photobombed them, uploading photos and videos of our cars to the Google Map listings. We also used smart QR codes that allowed viewers to book test drives and purchase the car directly, without having to visit the showroom or the website – transforming many steps of the traditional journey into the digital realm on Google Maps.

Despite being a global leader in the adoption of electrification in recent years, the UAE’s public charging infrastructure is struggling to keep up with the rising number of electric vehicles – with only about 300 stations scattered across Dubai for almost all electric cars to share. Moreover, the long driving distances make it essential for EV owners to charge their vehicles at least twice a week on average. This is a source of anxiety for potential customers wanting to make the switch, with proximity to public charging stations being a crucial factor.

And as the last ones to enter the EV market, BMW had an important point to prove.

In the UAE, an emerging EV market, public charging stations are the primary source of energy. This makes proximity to them a key consideration for potential customers to make the switch – to a point where the first thing they do is look for charging stations near them, even before they visit the dealership.

Being the last ones to enter a highly competitive EV market, we wanted to capture people’s attention in a way that breaks category norms. Most of all, we wanted our EV launch campaign to align with our sustainability commitment – of utilizing resources in the most efficient way without compromising impact.

We wanted to direct our campaign to existing and potential EV owners – a category that comprises nearly 70% of UAE residents. And with minimum spillover.

While our competitors were investing millions in advertising their electric cars, we identified new advertising real estate in the form of Google Maps listings that was completely free and open to everyone. All it took was a few BMW EVs, a list of public charging stations in Dubai and a smartphone, to make our cars the headliners across the city – capturing the attention of millions.

Armed with just a smartphone for one entire year, we covertly photobombed every single public charging station in Dubai with our BMW EVs. Instead of the usual pictures of the charging equipment, BMW electric vehicles became the stars of the show, strategically positioned at these locations. We featured the car from every angle, including 360 views of the interiors, capturing every detail for viewers to see – without even visiting the showroom. We also intercepted every search with smart QR codes that directly allowed people to book test drives.

Within a year, we had uploaded photos and videos of our EVs on every single one of the 300 charging station listings on Google Maps – creating hundreds of virtual showrooms all over Dubai.

We tried to keep it low-key, but then people took notice – including the region’s leading motoring channel, ArabGT. The iJack garnered over 2 million views organically on Google Maps, significantly driving consideration for BMW EVs. It also boosted test drives by 400% - with 2 out of 5 bookings from our virtual showrooms.

While our competitors spent millions on marketing their electric cars, we stayed true to our commitment of utilizing resources effectively – and spent zero dollars. From stealth to sophistication, BMW iJACK has come a long way in setting a new benchmark for how automotive brands spend their money.