INSITE OOH Media Platform

Smiles’ OOH installation in Dubai, Sharjah, and Ajman draws on something very particular, not only a discount sensibility but a cravings sensibility. Against the aura of the cooler seasons when everything moves in slow motion and the night grows longer, the visuals firmly go in on the principle of staying in.

The communication is simple: up to 50% off your food orders. After their last OOH appearance, the visuals take care of the rest. A slice of pizza pie in the foreground, burgers, pasta, and fried chicken stacked high in majesty with warm hues in the background, rich blues and purples in a kind of color palette one wants when the days have grown dark.

In any case, what Smiles realizes in this regard is that hunger is an emotional state before it becomes a practical consideration. At the heart, the campaign is not about the convenience food delivery. It is about the reward scheme. A moment of comfort. A small indulgent pause in the midst of a long day. In the ad, the promo code is not treated as a location-by-location perk, it is the hero, positioned prominently, legibly, and large, to be remembered at speed, even while driving.

The message is made unconscious through bridge formats and high-speed corridors. You are driving. You are tired. You are thinking about dinner, and you’re definitely not leaning towards cooking after a long day. The billboard doesn’t interrupt. It aligns. It intersects the point within the decision of hunger to deliver a solution before the decision is complete.

Visually, this campaign from advertiser etisalat and shies away from minimalism. Instead, it leans into vibrancy and appetite. Vibrant food photography, friendly iconography, and warm contrasts make the screens feel alive within the urban greys of the road. There is an intentional generosity to the color, to the scale, to the message itself.

And in a season defined by hibernation, blankets, and ordering in, Smiles positions itself not as a delivery and mobile apps platform, but part of the winter ritual;  where staying home still feels like a treat.

Smiles’ campaign has arrived in the second week of January on the UAE’s digital screens and bridge billboards.