Private Property, South Africa’s leading property portal, wanted to increase user "dwell time" on their platform and drive app downloads. The objective was to turn the often-tiresome process of browsing property listings into an exciting, reward-driven experience. We needed to create a campaign that felt like a high-stakes adventure without distracting from the core business of real estate.

I spearheaded the "Sherlock Homes" gamified campaign for Private Property, reframing the property search as a high-stakes digital treasure hunt. By blending "Digital Noir" aesthetics with interactive UI elements, I created a reward-driven ecosystem that incentivized deep-level exploration of the platform. This strategic use of gamification significantly increased platform dwell time and app retention, demonstrating how narrative-led design can transform a utility-driven search engine into a premium entertainment destination.

The "Sherlock Homes" campaign successfully transformed Private Property from a search tool into a digital playground. The gamified hunt led to a massive spike in dwell time and daily active users, proving that when you add a layer of "The Hunt" to real estate, you don't just find houses. You build massive brand engagement.