Using Experiential Marketing: KidZania as a Case Study in Early Brand Loyalty

Jakarta, February 22nd, 2024 – The increasing focus on improving children’s education in Indonesia, especially in terms of accessibility, quality, and innovation, has created a demand for unique learning experiences. KidZania Jakarta, a children’s theme park or ‘city,’ is at the forefront of this movement, aiming to enhance its edutainment offerings. Recognizing KidZania’s mission, MCorp has organized a special event for members of the Jakarta CMO Club, inviting them to visit KidZania with their families.

As a ‘city’ for children, KidZania has taken on the mission of introducing and instilling genuine brand values. Muhammad Kerry Adrianto Riza, CEO of KidZania, explained, “KidZania’s passion from the beginning has been to educate children and build brand loyalty from a young age. Just look at brands like Pepsodent and Yakult; they’ve been targeting schools for a long time. We’ve created a platform here where all brands can come together and accurately convey their messages directly to children,” he said at The 94th Jakarta CMO Club 2024 on Thursday, February 22nd, 2024.

Unlike the previous Jakarta CMO Club events, MCorp and KidZania have designed an active learning experience agenda allowing Jakarta CMO Club members and their families to engage in various establishments through playing and learning. This initiative aims to enhance knowledge and provide opportunities for the younger generation to grow and reach their full potential, with guidance from their parents.

Faizal Reza, CMO of KidZania, stated, “We offer children real-world educational experiences through the participation of over 300 brands at KidZania Jakarta. These brands are not just present; they actively engage with our visitors. Our experiential marketing approach allows children aged 4 to 19 (we expanded our age range post-pandemic) to experience various establishments for 10-15 minutes per brand.”

KidZania provides a supportive environment for children, offering a variety of fun learning experiences to prepare them for the real world. “Brands joining KidZania not only see the target market we provide but also the future. They target children to experience their brands firsthand because they know that these children will be the decision-makers of the future. This is where brand loyalty is built for the long term. In fact, children can become influencers for their parents.” added Faizal.

KidZania has emerged as the global leader in educational experiences for children, as evidenced by its status as the most visited destination for schools worldwide post-pandemic. Having achieved a significant milestone of 100 million visitors in 2023, KidZania remains dedicated to providing engaging and educational experiences for young learners.

In line with this, KidZania has partnered with MarkPlus Institute, a division of MCorp, to introduce the MarkPlus Teens and MarkPlus Kids programs. These programs aim to develop children’s interpersonal skills, leadership abilities, and various other competencies while providing a solid understanding of different knowledge areas.

Through this collaboration, MarkPlus Teens and KidZania have the opportunity to empower children through immersive experiences, boosting their self-confidence, inspiring career exploration, and teaching essential skills for success.

“KidZania has implemented a winning marketing strategy. Marketing is to win the competition. During the pandemic, their primary market segment was inaccessible due to restrictions, but KidZania won the competition. They expanded their reach to stay sustainable. Now, KidZania has achieved a remarkable milestone of 100 million visitors,” concluded Hermawan Kartajaya, Tri-Founder of the Philip Kotler Center for ASEAN Marketing.

The event also welcomed two Jakarta CMO Club members: Muhammad Kerry Adrianto Riza, CEO of KidZania, and Bayu Hanantasena, President Director of Lintasarta.