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.

For our campaign, the casting was as unconventional as the situations Smiles solves. We sought authenticity, not just talent, so we traded lines for rhythms, hosting a dance audition instead of casting to capture real, unscripted joy. Participants were invited to groove to our absurd track, with no choreography, no script, no references, no ore-reads, just the spontaneous expression of the moment. The best performers were those who connected with the music in their own unique way, turning a simple audition into a celebration of the Smiles spirit. Their genuine moves, laden with personality, became the heartbeat of our campaign, showing that Smiles turns even the unexpected into a dance-worthy moment.

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