Creating Memorable Branding Experiences

"Built By Kids" - Stop, Collaborate and Listen!

We absolutely LOVE School Holidays at ENGAGE. It’s when we get to create colourful, engaging and fun activations for our littlest critics, enjoying every minute.

We designed “Built by Kids” with this in mind – a fantastic STEM-centered free-play activation that encourages kids to work collaboratively and creatively. It has been presented in Shopping Centres across Melbourne, with a focus on collaboration, creativity and potential.

The Brief

Kids learning and creating together is not only inspiring to watch, but a major motivator for families to return to the Centre again and again. Free-play means endless possibilities, so kids are happy to see what they can do next time.

With a focus on excitement, colour and movement, we developed “BUilt By Kids” to encourage not only kids to work together collaboratively but the parents and caregivers too. Endless possibilities mean endless play and creation, and this is a key element when shopping centres are not only looking to strengthen community ties by providing opportunities for parents and carers to come together but also when looking at increasing traffic and dwell time in Centre.

The Execution

“Built By Kids” is a complete activation solution that is fun and engaging and it can be tailored to suit your objectives. This scalable and adaptable experience includes a range of STEM-based equipment, delivering an engaging open-ended playspace designed to spark imagination and drive creativity by letting kids play and discover amazing ideas that can change the world.

With a city of oversized blue blocks, a full ramp and tunnel system to encourage creativity and exploration and an amazing STEM playground, there is something for everyone at “Built by Kids”.

In addition to the included campaign assets, ENGAGE has the capacity to tailor additional “Built By Kids” inspired activities and elements based on individual requirements.

The Result

“Built By Kids” has been customised for Centres such as JLL and Liuzzi, proving a hugely popular activation that saw repeat attendance by families across the activation period. The targeted demographic of families was not only perfectly catered for, but the site also appealed to older children up to the age of 9 years.

Families got involved and kids were collaborating on building with both their parents and each other. Customers found out about the site through word of mouth, social media and then there were plenty of repeat visitors daily. The feedback was overwhelmingly positive, with families commenting on the learning and free-play nature of the activation.

“ ENGAGE nailed the creative brief in a very short time frame and everything spoke to our brand values. ”

— Misti Neef | Brimbank Marketing Manager