Deakin University
Mind Racer

The challenge

With thousands of prospective students filtering through Deakin University's open days, we were tasked to produce an experience that embodied the brand promise of digital innovation.

The emotional peaks that occur during an experience have a disproportionate effect on the way we remember those experiences. For example, a major highlight or terrible misfortune will shape the way we remember a holiday, far more than the duration, destination or company.

Behavioural insight  |  The Peak End Rule

The solution

Telling students they're on the cusp of joining a university with digital innovation at its core is one thing. Proving it is another.

Mind Racer was our answer: a high tech activation that took a Scalextric slot car race track and replaced its handheld controllers with brain-computer interface (BCI), allowing prospective students to race cars with the power of their mind. The harder a player concentrated, the faster their car raced around the track.

The results

Thousands of people swarmed to play Mind Racer across two Deakin open days, while even more watched on in awe.


prospective students participated
total reach on social
  • Recognition

  • Winner of 'Best Use of Technology in a Campaign' in Mumbrella CommsCon Awards 2018 and 'Best Use of Interactive/Gaming' in Mumbrella Entertainment Awards 2018.
  • Finalist for 'Games: Technical Achievement' in Webby Awards 2019.