Mojo Melbourne releases The Adventures of Freddo, Season 2 – The Mystery of Slater Island
For two years Mojo Melbourne has been working with Cadbury to develop a unique brand entertainment channel for Freddo. Now in the launch of its second season, The Adventures of Freddo represents over 70 minutes of animated storytelling, and 100 fun games and activities.
This season kids actually move into Freddo’s world. They customise an avatar and a tree hut to share with friends. They’re building safe, engaging communities that stay exciting long after the animated adventure is over.
Join the fun at www.freddo.com.au
If you’re a first-timer, the adventure is only accessible when youregister. The system lets mum and dad stay in control of theexperience. It only takes two minutes.
Says Joel Thomson, creative director of Digital at Mojo: “Cadbury havestepped right out of their category with this project. We’ve movedFreddo from the world of confectionary to the world of entertainment.It’s a bold marketing move, and it’s created a lot of attention.
“The reward has been massive growth in brand affinity; kids love thesite, and Mum and Dad approve. It continues to be a challenging andhugely satisfying project to work on.”
Carat Melbourne is responsible for the channel planning and media execution for the project.
Publicis Mojo Melbourne credits:
Joel Thomson – Creative Director
Aaron Cooper – Executive Producer
Erik Hay – Creative Lead
Simon Murray – Illustration Director
Al Macinnes – Animation Director
Hugh Campbell – Technical Director
Lee Mullen – Experience Architect
Alice Atherton – Strategy/Planning
Claudia Keane – Account Director
13 Comments
Some really great production values in there. Nice.
Some of the games could do with some better audio feedback. For instance, the drum game feels like there’s a bit of a disconnect between the animation, interaction and sound. I know it’s pretty hard to sync in Flash so good work nevertheless.
I bet Nike are kicking themselves now!
Yes, but what about that god-bloody-awful TAC “Yoof” campaign.
TWO YEARS!
You poor bastards.
Good effort I guess.
nice. looks fun.
wonder why two years though. uncapped headhours client maybe.
I’m sure the “ban advertising to kids” lobbyists will have a field day with this. Who are you kidding – kids love Freddo first and foremost because he’s chocolate – not because he’s entertainment – they’ve got cartoon network and nickleodeon for that.
nice work, mojo is doing some good stuff
Great to see someone thinking outside the square. Nice execution too.
Come on Ricci, how much coin do you think the shows on Nick and Cartoon Network make from merchandise? Those cartoons are designed to sell stuff; why do you think there are so many bloody Pokemon?
“Gotta catch ‘em all”
Entertainment as a sales tool works. Hasbro had this figured this out in the 80s.
Have you tried to get into this site?! It need a parent to ok a child’s sign-up, then it creates a parent control panel, pretty big barrier for entry, I wonder how many sign-ups its getting?
In response to the question above…
Responsible marketing has been central to the activity from outset. Parents have been engaged in the idea and the production to understand exactly what is considered acceptable and what is not. The site uses a custom parental control panel to make sure children who want to register, need to seek their guardian’s consent. It does provide a significant barrier for entry, but that was the intention.
The majority of websites aimed at this age group, both product and entertainment brands, have limited or no parental consent. We took the approach (used by PBS in the US) to ensure access was managed carefully; to date a significant number of parents have opted to exercise their right to restrict access, however the majority have been happy to accept.
Other aspects of the approach include media run only in shared viewing times – not children’s television or online; no use of Cadbury branding or product placement/connection and a content creation based upon Howard Gardner’s principles of learning – it’s deliberately educational entertainment.
At launch in 2009 there was some limited dissent from the lobbyists mentioned, however they were the minority – the responsible approach taken won out, with parents responding favorably for the channel to continue to evolve.
Producing this weight of content and rich user experience has been quite a trip, two years of really good fun, the site is tracking really well. In answer to a couple of earlier comments:
(Two years!…)
Of writing, illustrating, animating, gaming… it’s great.
(TAC “Yoof” campaign..)
No idea what you’re referring to, is this one from Publicis?
(Uncapped…)
No, smarter use of media/production budget allocation.
This has been my first post to Campaign Brief, thanks for all the feedback.
Joel
That’s it. I’m gonna go and get a goddamn Freddo.
I wrote the scripts for this. It was fun.