Department of Education

Station Ideation

A groundbreaking Minecraft mission that gamified the learning experience.

The Department of Education (DET) and Metro Tunnel Project collaborated to create Mini Melbourne, building the city of Melbourne in the Minecraft world. Because came on board to develop Mini Melbourne 2.0, a gamified learning experience that would give students a first preview of the future Town Hall station and test their problem-solving skills. In a mission dubbed Station Ideation, students were asked to transform Town Hall station by designing solutions to meet future passenger needs.

To support the Station Ideation launch, we executed a 360-immersive experience at EduTech, a national conference for educators. Educators were invited to step inside a giant 3D Minecraft cube. Once inside, they were taken on a virtual tour with 3D surround view of the future Town Hall station.

Creating the connection: Using the power of gamification, we enabled students to flex their creativity and problem-solving skills in an immersive, engaging experience, while our 3D cube helped open educators’ eyes to the many exciting possibilities experiential education offers.

Experiential marketing
Strategy & planning

Department of Education

Station Ideation

A groundbreaking Minecraft mission that gamified the learning experience.

The Department of Education (DET) and Metro Tunnel Project collaborated to create Mini Melbourne, building the city of Melbourne in the Minecraft world. Because came on board to develop Mini Melbourne 2.0, a gamified learning experience that would give students a first preview of the future Town Hall station and test their problem-solving skills. In a mission dubbed Station Ideation, students were asked to transform Town Hall station by designing solutions to meet future passenger needs.

To support the Station Ideation launch, we executed a 360-immersive experience at EduTech, a national conference for educators. Educators were invited to step inside a giant 3D Minecraft cube. Once inside, they were taken on a virtual tour with 3D surround view of the future Town Hall station.

Creating the connection: Using the power of gamification, we enabled students to flex their creativity and problem-solving skills in an immersive, engaging experience, while our 3D cube helped open educators’ eyes to the many exciting possibilities experiential education offers.

Experiential marketing
Strategy & planning