Sharktective

School

Multimedia University Cyberjaya

Lecturer(s)

Ts. Dr. Heidi Tan Yeen-Ju, Kharlal Nisha Sarfuddin

Brand

SharkClean

Rational

Challenge:

SharkNinja wanted to reach Gen Z with its vacuums. But in a market crowded with “smart” cleaning devices, it’s hard for young consumers to see which truly think for them.

Insight:

Digital natives don’t want a vacuum that simply follows orders. They want intelligent, responsive tech that understands their space and adapts faster than they can, almost like it gets them.

Idea:

We personified the Shark vacuum as a sharp detective solving the “case” of dust. Each Smart Pro feature becomes a detective skill to show a vacuum that doesn’t just clean, but outsmarts mess before Gen Z even notices.

To bring this to life, we expanded the detective narrative. Influencers receive a PR Kit with a “case file” recruiting them into the investigation. Gen Z continue the story through a gamified app that sends them hunting for “dust suspects” at home. Then extends to on-ground with QR codes that unlock clues, points, and exclusive BlindBox plushies.