For this campaign we knew we wanted to create a unique kind of film. In a fresh campaign, we turned problems into sources of happiness through the app's services. Whether you have a broken pipe and a flooded house, your child has discovered their artistic talents on the walls, or your spouse has ruined your favorite carpet, these aren't disasters, they're opportunities for celebration! Our films are crafted with a touch of the surreal, a dash of the extraordinary, inviting the audience to revel in the narrative until the very last frame.

In the vibrant mosaic of the UAE, where more than 200 nationalities blend into a rich community tapestry, home services have become a vital part of daily life for expats. The UAE's charm lies not just in its luxurious skyline but in the simplicity and convenience of living that it offers. Being able to effortlessly summon any service right to your doorstep embodies the comfort and ease that everyone treasures here.

The scene unfolds amid household chaos: a wall covered in drawings, a testament to a child's boundless creativity. Amidst the turmoil, a kid starts dancing with such natural flair. She moves in sync with an odd, chosen tune that screams 'absurd'. Suddenly, her mother, initially justifiably annoyed, joins in, adopting the same quirky dance moves with equal ease. Just when you're left wondering why they've turned to dance, the Smiles guy makes an appearance, embodying the same awkwardness and absurdity. The camera pans to the left to find him sitting on a chair in the living room, as if he had been waiting for them to stop dancing. Then he starts painting the wall while the mother and her daughter continue dancing in the same scene. With the campaign's motto in action: "When life happens, add smiles to it."

In the bustling landscape of the UAE, where over 200 nationalities converge, Smiles Home Services recognized the need to distinguish themselves in the competitive home services market. With convenience and reliability being paramount, the brand sought to amplify its presence and establish a deeper connection with consumers.

The creative challenge lay in crafting a campaign that would resonate with a diverse audience while adhering to the conservative brand image of Etisalat UAE, the campaign's sponsor. The goal was to transform everyday household mishaps into moments of joy and celebration, emphasizing the brand's unique approach to problem-solving.

The primary objectives of the campaign were twofold: to build brand awareness and drive conversions for Smiles Home Services. With planned impressions of 38,984,923, clicks reaching 224,618, and views totaling 1,500,000, the campaign aimed to capture the attention of the target audience and encourage them to engage with the brand's services.

The campaign exceeded our desired impact by propelling our service offering to becoming a top of mind brand- we have overachieved all our objectives!

To start off, the Smiles app changed its perceptions amongst audiences as a rewarding app that provides you with many various benefits and categories which now also provides home services. With that, there was an increase of 37% bookings on the smiles app directly!

the film achieved:

Unique reach: 2,974,842

View through rate %: 74.67%

Views: 2,519,025

Impressions: 44,636,401

Clicks: 326,540

Reach: 44,636,401 impressions achieved I the uae via various online channels

Engagement: 326,540 clicks and 2,519,025 views achieved