In a market dominated by liquid detergents, Ka needed a way to both introduce and educate the public about their flagship product, laundry capsules.
The Ka Car Hunt
A social treasure hunt that helped Singaporeans find their way to a brand new product category.
Ka needed a way to educate consumers about Laundry Capsules, while adding a little colour to a pretty dull advertising landscape. So we created The Ka Car Hunt: A social treasure hunt that started with product education online and the possibility of winning a brand new car offline. The only way to figure out where the car was hidden, was to learn about the product first. Every two days, we released a clue about the car’s whereabouts. People had to figure out where the car was parked and get to it within 48 hours before it moved to a new location and a new clue was released. Each clue taught the consumer a little something new about Ka’s Laundry Capsules. In the end, while only one person walked away with a coveted new car, thousands more left with Ka Laundry Capsules top of mind.