Ka extends gamified car hunt campaign with a bonus round via GOVT Singapore

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Ka extends gamified car hunt campaign with a bonus round via GOVT Singapore

GOVT Singapore has released new work for Whealthfields Lohmann owned brand Kapodo (Ka) to launch laundry capsules in Singapore via a consumer education campaign which uses a gamification approach.


The Ka Car Hunt seeks to send participants around Singapore in search of a mystery car. The first participant to find the mystery car will walk away with a brand new Lexus UX200 Executive (excluding COE) worth SGD $110,800.

One thousand real Ka Keys have been hidden in Ka 3in1 52-pack laundry capsule across various FairPrice outlets and online at FairPrice. Following which, participants’ wits will be put to the test through the deciphering of clues dropped on Ka’s social platforms – Facebook and Instagram. These clues consist of fun brand and product facts, yet hide the possible hidden location of the mystery car.

Sharie Lim, Head of Singapore for Ka, said: “We picked GOVT when we heard their campaign idea. What they have proposed was unlike a typical Win-A-Car lucky draw. We really like the idea which allows the possibility of having 1000 potential winners instead of the usual 1 lucky winner, often determined by draw of luck. By cleverly dispersing 1000 real working keys island wide on a treasure hunt, coupled with clues found on social media that highlights our product benefits, consumers can expect some good old treasure hunting and maybe with a bit of luck, unlock the possibility of winning a luxury car.

With all the gloom in the recent months and social distancing in mind, we thought we would do something fun to lift the mood of Singaporeans.”

Leon Lai, GOVT Singapore CEO, said: “Promotion campaigns need not be expected to be executed in a lucky draw format, the idea behind Ka Car Hunt is evidence of that. Being mindful of the current Covid situation, and with social distancing always on our minds, we are proud to present an activation campaign that not only allows our consumers to learn more about Kapodo as a brand and product, but also have fun in a socially responsible manner.”

Within the week of launch, the car has been discovered by a lucky winner, by following the clues on Kapodo’s social media platforms. Due to overwhelming support from consumers, Whealthfields Lohman has decided to extend a bonus round, for those who still have the KA car keys.

From 23 Oct till 13 Nov, those with the KA car keys can win up to $25,000 cash. They can continue to follow the clues that will lead them to the car, for an opportunity to win these cash prizes. To kick things off, there is $5,000 to be won, for solving the first clue. Subsequent clues are valued at $2,000. If the car is not found within 2 days, the cash gets snowballed to the next clue. If someone does find the car, the cash up for grabs for the subsequent clue returns to its original value of $2,000.

Client: Whealthfields Lohmann Singapore
Brand: Kapodo
Head of Southeast Asia: Alicia Liew
Head of Singapore: Sharie Lim
Assistant Marketing Manager: Nellie Chen
Agency: GOVT Singapore
Business Lead(s): Leon Lai & Alvina Seah
Associate Account Director: Benedict Lim
Senior Account Manager: Goh Yilin
Senior Account Executive: Christine Tsai
Head of Social: Foong Min Mei
Senior Social Media Manager: Nicolette-Clare Ong
Social Media Executive: Natalie Hoe
Chief Creative Officer: Aaron Koh
Associate Creative Director: Kevin Joseph
Art Director: Melissa Lim
Copywriter: Nicole Sze