Why is this work relevant for Direct?

Australia was recently ranked the #4 worst country in the world for animal extinctions, including nine species of critically endangered frogs. So, Freddo, Australia’s most famous frog came to the rescue of his endangered friends, giving his spot on the wrapper to each of the 9 endangered species of frogs across Australia and New Zealand. Each new-look Freddo had a built-in mobile AR experience, giving Aussies a never-before-seen look at Freddo’s forgotten friends. It took them to our website, where they learnt more about our native frogs, why are they endangered and most importantly, what can they do to help.

Background

Situation: Australia was recently ranked the #4 worst country in the world for animal extinctions, a huge blow for a country with such pride in its unique and diverse wildlife. Frogs are the first to suffer the consequences of any kind of climate change, disappearing faster than almost any other animal on the planet. Brief: Freddo Frog is one of Cadbury’s most loved products. But while he’s becoming more popular than ever, his fellow frogs are facing a crisis unlike any other. We believe Cadbury’s Freddo could use his incredible popularity amongst Australian families to help save our frogs facing mass extinction. Objectives: Bring awareness to the plight of Australia and New Zealand’s endangered frogs and help generate immediate action. With appropriate plans of action in place, scientists believe all nine species of endangered frogs can be saved and Cadbury’s Freddo can be part of this amazing effort.

Describe the creative idea (30% of vote)

For over 70 years, Freddo Frog has been Australia’s most famous frog. And for the first time in history, our most iconic frog disappeared from its pride of place on-pack. To bring attention to the plight of endangered frogs everywhere, Freddo was replaced with each of the 8 endangered species of frogs across Australia and New Zealand. With ‘Saving Freddo’, it was critical we not only created awareness of the problem, but also educated and inspired our audience about the plight of our endangered frogs. Every new-look Cadbury Freddo had an educational augmented reality experience built in, making our frogs to literally hop off the packaging, while popular Animal Planet Australia TV personality Dr. Katrina Warren taught the user all the interesting facts about them. The AR experience directed users to our website, where they could learn even more about our frogs, and most importantly, how else they could help.

Describe the strategy (20% of vote)

Australians and New Zealanders take great pride in their unique wildlife, but it’s only recently they’ve started to realise the threat of climate change. Native frogs are one of the most endangered species in the region, a fact most people are completely unaware of. The target audience for our campaign was families with children, traditional Freddo fans. We sought to inspire the next generation of young conservationists; nevertheless, we also wanted an idea that could reach everyone. To succeed we needed to do more than raise awareness. We needed to give people a hands-on educational experience with our endangered frogs. Through an incredible mobile AR experience accessible to all, we brought our frogs to life. Our approach and message were simple: buy a Cadbury Freddo frog and help save his real frog friends, through your involvement and Cadbury’s financial commitment to Zoos Victoria, Taronga Zoo Sydney and Conservation Volunteers.

Describe the execution (20% of vote)

‘Saving Freddo’ launched on 14 February 2020, with Cadbury’s Freddo giving up his spot in the limelight to help out his endangered friends. From multipacks to single chocolate units, Freddo disappeared and was replaced with 8 endangered frog species from Australia and New Zealand, getting these never-before-seen creatures into thousands of homes across Australia and New Zealand. To help people learn more about these amazing animals, each and every pack featured an AR experience, giving everyone the chance to interact with the frogs using a smartphone. The AR experience directed the user to our website, where they could learn even more about the frogs, and more importantly, how they could help. In addition to our AR mobile platform, we supported the launch of ‘Save Freddo’ with an integrated campaign including website, digital, YouTube, social, POS and collateral. ‘Saving Freddo’ was aimed at audiences in both Australia and New Zealand.

List the results (30% of vote)

+16.5 Million unique impressions. +160 National and International media and news coverage. +$1 Million in earned PR/Media value. +$2 Million raised for frog conservation. Freddo Brand Metrics - Increase in Ad Awareness (+13). Above average vs. AUS CPG social campaigns - The creative drove emotional affinity above norms at 69.69 vs. average AUS CPG at 63 - Increased brand awareness (+2), Buy Regularly (+2) and Buy Most Often (+1) equity metrics. - Changed perceptions of Freddo as a brand behaving responsibly to the environment. significantly above norms amongst users (3.32 vs. 2.75 average). Using funds from Freddo sales and Cadbury’s own financial contribution, Cadbury raised more than $2 Million AUD to set up a three-year conservation plan with partners, Zoos Victoria, Tooronga Zoo Sydney and Conservation Volunteers AUNZ. This includes habitat restoration and animal protection projects, as well as the construction of a dedicated frog breeding bunker at Healesville Sanctuary.