Kids and parents were losing interest and affinity for LEGO®, particularly boys aged 6-12. LEGO® approached Set Creative to help engage this audience with a holiday activation that would connect the multiple franchises of LEGO® with this key audience, getting LEGO® back on the wishlists of kids coming into the festive season.
Our key insight was simple: we needed to engage this audience via key passion points, and the way they engaged with one another.
At this age, boys connect through competition: they are driven by challenges, and often operate in hierarchical groups. We tied these two elements to their core interests: e-sports and the culture of ‘clans’, both hugely influential passion points for this Gen Z consumer.
We knew our experience had to do two things:
To achieve these goals, we designed and built ‘Create Your Escape’, a LEGO® powered escape room experience that saw kids team up with three friends and compete against rival SQUADs, and the clock.
Inside, challenges deliberately focused on group problem-solving and collaboration skills, bringing together the worlds of LEGO® with the passionate interests of the audience age group.