In a city where life rarely slows down, convenience isn’t just a luxury – it’s a necessity. Urban Company recognised this reality and set out to solve one of the most common, yet often overlooked, urban headaches: last-minute cleaning.
Whether it’s unexpected guests, a post-party mess or simply a day when time slips away rather quickly, there are moments when a spotless home can feel out of reach.
That’s where the idea of ‘instant cleaning – cleaners at your doorstep in 30 minutes’ was born.
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As such, the mandate of the campaign to launch this solution was clear: position Urban Company as the go-to solution for fast, reliable home cleaning and build strong consideration among residents who value convenience and speed.
Strategy behind the ‘instant cleaning’ campaign
Making a promise for ‘instant cleaning’ meant more than just launching a new service. It required winning trust in an environment where consumers are spoilt for choice.
The brand needed to cut through the noise and connect with people who already rely on on-demand solutions.
Targeting specific audiences, the brand zeroed in on busy UAE residents who juggle demanding work schedules, family responsibilities, and personal commitments—and who are accustomed to the convenience of services such as food delivery, ride-hailing, and instant grocery apps.
The campaign also catered to families with young children or pets, whose homes often need an unexpected quick clean before guests arrive.
For these audiences, time outweighs money, and speed and reliability are non-negotiable.
Digital-first rollout of the Urban Company campaign
Rather than spreading the message across traditional media, Urban Company went all in on digital. The rollout played out across YouTube, Facebook, Instagram, and the brand’s own CRM channels, including push notifications and WhatsApp.
This multi-touchpoint strategy ensured consistent brand visibility across the channels where the brand’s target consumers spend the most time.
It wasn’t just about being everywhere – it was about being there in the right way. A digital-first approach allowed Urban Company to cost-effectively scale reach while maintaining high frequency and message reinforcement.
Users will first be introduced to the core message through longer ad formats. After two to three exposures, they will be retargeted with shorter video edits and static creatives showcasing real-life scenarios where instant cleaning proves indispensable.
This structured sequencing helped build awareness, then nudged audiences toward action.
The team built a structured storytelling journey. The brand first captured attention with longer, more immersive videos that introduced the promise of 30-minute cleaning.
Urban Company then followed up with snappier edits and relatable static creatives. Each piece showcased real-world scenarios – families with young children, pet owners, busy professionals – where a quick, professional clean could transform chaos into calm.
By focusing on authentic moments and real service professionals, the campaign avoided celebrity endorsements or influencer gimmicks.
Instead, it highlighted the people who actually make the service possible – the Urban Company professionals themselves.
This not only reinforced the brand’s reliability but also gave a face to the promise of speed and quality.
The campaign is running only in the UAE for a duration of three weeks.
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The result is more than a clever marketing push; it’s a statement about how modern urban life demands solutions that match its pace.
With ‘instant cleaning’, Urban Company doesn’t just sell a service – the brand aims to delivers peace of mind.
In half an hour or less, the rush of the city gives way to the quiet satisfaction of a spotless home, proving that when speed meets sparkle, convenience can truly be transformative.
Key performance indicators (KPIs) being tracked to measure the success of the campaign include reach and frequency, ensuring broad visibility and repeated messaging.
Equally critical is app traffic to the cleaning category, a direct measure of consumer interest and intent to try the new offering after ad exposure.
CREDITS:
Client: Urban Company UAE
Stuti Goyal, Senior Brand Manager
Bhavya Jain, Marketing Director
Agency: Film Your Film
Gaurav Kumar, Co-founder & Director
