2010 IAB Awards | Brand Destination Site Winner
The Adventures of Freddo
Agency: Publicis Mojo Melbourne
Client: Cadbury
Strategy
With an 80 year history of branding in Australia, Cadbury and Freddo needed to connect with the younger generation. An interactive narrative adventure with activities and games where families could explore and engage with the brand was created. Daily three minute episodes were uploaded, triggering content-related games, puzzles and activities. At the end of each episode, children were encouraged to switch off and go outside, with printable activities to keep them thinking, creating and staying active.
Results
The site successfully targeted children and parents with 60,000 Australian families registering to be part of the adventure. Over the course of the campaign, 500,000 episodes were viewed and 15 million minutes were spent in Freddo’s online world – an astounding average of 20 minutes spent per visit to the site.
