To drive awareness of KDK’s ‘Free Extended 1-Year Warranty and Free Installation’ promotions among young Gen Z and Millennial BTO homeowners, we developed a socially driven campaign rooted in the quirks of Singaporean culture, using humour to connect with younger audiences. Drawing from everyday moments such as the plastic bag charge, our national obsession with freebies, office pantry theft and the mad dash for concert tickets, we created a series of satirical, skit-style online videos that delivered the message: enjoying free things can be effortless and comfortable. This social-first approach ensured the message was both shareable and memorable, reinforcing KDK’s positioning as a brand that understands its audience.