Three short films built on domestic disasters - a flooded kitchen, a dropped dinner, a broken nail - to launch the home services Smiles folded into its app after Etisalat by e& bought ServiceMarket, with the work getting done and the reward points as the payoff.
The brief
UAE households hit by small domestic disasters, for e&'s Smiles rewards app, which had just added home services.
The idea
Three films built on a broken nail, spilt dinner and a kitchen flooded by a tap show people breaking into dance, since Smiles will send help and reward the booking with points.
What to borrow
Adding rewards to a chore people already have to pay for gives a loyalty app a reason to win the booking.
