The Big Build Adventure: Transforming a Capital Appeal into a Participatory Digital Experience
Great Ormond Street Hospital Charity
To support its largest-ever appeal (Build it. Beat it.) GOSH Charity needed to reach mass audiences while creating meaningful emotional connection. The solution was an immersive activation at Outernet London, the UK’s most visited cultural destination, where cutting-edge digital technology turned passive audiences into active participants.
Visitors were surrounded by animated visuals of the future hospital, transforming the space into a living construction site. A cast of specially design Build it. Beat it. characters enact small moments of connection while working together to build the new Children’s Cancer Centre. At the heart of the experience was an interactive Paint Workshop, where motion-tracking technology enabled visitors to paint the hospital walls using their own movements.
A mobile microsite, accessed via QR code, extended the experience beyond the physical space. There, visitors could play games (including ‘toolbox tidy’ a match-three puzzle game and ‘spot it. Build it. Beat it.’, our construction themed version of spot the difference), take selfies to share on their socials, and seamlessly ‘buy a brick’ to donate to the appeal. The microsite gave us multiple entry points for engagement, data capture and fundraising.
The campaign delivered both scale and depth. It reached over 210,000 people, with dwell times significantly exceeding benchmarks, and engaged more than 25,000 participants. Independent research showed exceptional impact, with high levels of recall and intent to donate.