Outdoor activities significantly contribute to children's development and well-being through entertainment, social interaction, physical exercise, and nature exposure. Brazil shows a strong preference for outdoor recreation, with over 70% of kids and teens favoring theme parks and water parks.
Beach Park ranks among the top 20 global water parks and needed a campaign targeting the under-18 segment to capitalize on growing Brazilian popularity.
Understanding who makes the decision
The campaign recognized that decision-making authority shifts as children age. Young children's choices are parent-directed, but adolescents develop independent preferences for more sophisticated activities. "43% of kids and teens in Brazil significantly influence family destination choices," demonstrating the real impact youth have on travel planning.
Campaign objectives and target audience
Goals focused on increasing Beach Park awareness during the summer vacation season. The initiative targeted boys and girls aged 7–12 with interests in sports, princesses, and superheroes — to maximize visibility and position Beach Park as the preferred vacation destination for Brazilian families.
Meeting kids where they play
The approach utilized the most relevant platforms for the audience:
- Video games and apps: Interstitial branded videos with autoplay and call-to-action buttons, reaching kids in their natural gaming environment.
- Roblox: Digital ecosystem innovation within the metaverse, a platform hosting 250 million users, to create an immersive brand experience.
Results that exceeded every benchmark
Campaign performance surpassed initial expectations across all key metrics:
- Video Completion Rate (VCR): Over 94%
- Click-Through Rate (CTR): Approximately 4.5%
- CPM efficiency surpassed initial projections
The collaboration demonstrated the power of audience-aligned strategy. The integration of emerging digital platforms like Roblox expanded reach while positioning Beach Park as a digital innovation leader in family entertainment.