The Adventures of Freddo | 2010 IAB Awards Winner

Posted by IAB Australia On July 23, 2010 Research & Resources


2010 IAB Awards | Brand Destination Site Winner

The Adventures of Freddo
Agency: Publicis Mojo Melbourne
Client: Cadbury

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.

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.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.