The MiniCity campaign promotes a small town made exclusively for children. So much so that even the doors and ceilings are low, effectively keeping out unimaginative adults. Those who do dare to venture into the MiniCity will suffer the repercussions. Namely, that they will walk away with a few bumps and bruises on their foreheads. At least, that is what the MiniCity campaign will lead people to believe.
Conceived and executed by Delta, an ad agency based in Quito, Ecuador, the MiniCity campaign was art directed and copy written by Marcelo Calderón and Oswaldo Terreros with creative direction by Pablo Mayoral. While there may not be any children present in this campaign, it can only be that they are enjoying their time in the MiniCity.
What's Driving This Trend
- Child-centric Marketing
- Opportunity for businesses to tailor their marketing strategies towards children and create exclusive experiences for them.
- Experiential Marketing
- Disruptive innovation opportunity for businesses to design immersive experiences for customers to create brand loyalty.
- Heightened Interactivity
- Opportunity to create interactive experiences that are not just visual but also involve physical engagement with branded environments/space.
Who This Affects Most
- Advertising
- Ad agencies can create targeted campaigns for businesses looking to develop experiential marketing strategies to reach younger audiences.
- Theme Parks
- Theme parks can design immersive brand experiences that are exclusive for children, creating a unique selling point to entice families.
- Retail
- Retail outlets can create interactive branded spaces with lower ceilings and small doors that encourage parents to bring children, increasing footfall and sales.
