Overview

KidZania in Westfield Shopping Centre, London is a child-size city that features a series of real-life role play adventures including Renault’s interactive Engineering and Pit Lane experience that teaches children between 4 – 14 vital life skills.  

Campaign

Working with Renault and their experiential agency Fusion, Knit developed the technology to bring to life their Engineering Centre, which through a series of interactions showcases Renault’s knowledge and leadership in sustainable mobility. The interactions are geared to educate and inspire children and to provide a safe and fun place to play and learn.

The Pit Lane Challenge sees children race against the clock to see how fast they can change the wheels on a specially designed Formula E racecar. Knit developed a bespoke UX designed app that enables users to first select teams, set the timer and line up the activity through a child-friendly touch screen digital interface. After a countdown, the fun starts as each team uses various mechanic tools to remove and replace the car wheels in the quickest time possible.

Arduino powered sensors detect the removal and replacement of each wheel bolt so when the final wheel is replaced, the timer automatically stops. Each recorded time is displayed on a large screen over the pit lane and also added to a daily Pit Lane Challenge leaderboard online.  The online leaderboard enables users to keep an eye on their scores, and extends the user journey digitally once the physical experience at Kidzania is over.

On completion the participants are given a branded pit badge with a unique number , this enables the children to monitor their progress on the online leaderboard and also show their parents their achievement.

Results

This creative campaign helps children to understand new technologies, learn about Renault cars, and even inspires them to consider a future in the automotive industry. By seamlessly embedding creative technology in the experience, it teaches teamwork, confidence and motor skills in a fun and engaging way.