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Smiles all around in times of distress

Etisalat by E&’s rewards and deals app, Smiles launched its new campaign to promote its new home services offering.

The app, initially a rewards platform, has subsequently expanded its offerings to include food and groceries, and now also offers home services such as cleaning.

Its new campaign consists of a series of videos that add a playful twist on the idea of home services.

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The series of videos include different situations that are normally frustrating, like a broken tap flooding the kitchen or spilt dinner on the carpet.

Adding a twist to the story, instead of being angry or frustrated, the people dance in the face of the situation, by adding Smiles to the equation.

The video showcases how instead of being stressed or angry when things go wrong, get Smile’s home services to add smiles to the situation instead.

The campaign then calls to getting work done and receiving the rewards for it as well.

The flooded kitchen 

The dropped dinner

The broken nail

Earlier this year in February, Etisalat by e& acquired UAE-based household marketplace, ServiceMarket.

The household market provided services such as home cleaning, handymen and moving services.

The move to add home services to Smiles offerings was made to strengthen the rewards app’s position as well as to diversify its business.

Smiles home services are part of brand’s existing offerings of online food and grocery delivery, lifestyle offers, deals and a reward points system applicable across several stores in the United Arab Emirates.

Creative credits

Client: Smiles UAE
Creative agency: Saatchi & Saatchi
Production house: Big Kahuna Films