SINNFULL: GAGGING FOR IT

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: SINNFULL ICE CREAM

Product/Service: ICE CREAM

Agency: Y&R SOUTH AFRICA

Date of First Appearance: Jan 15 2010 12:00AM

Entrant Company: Y&R SOUTH AFRICA, Johannesburg, SOUTH AFRICA

Chief Creative Officer: Michael Blore (Y&R South Africa)

Executive Creative Director: Clinton Bridgeford (Y&R South Africa)

Executive Creative Director: Liam Wielopolski (Y&R South Africa)

Art Director: Andrew O’Donoghue (Y&R South Africa)

Copywriter: Emily Veitch (Y&R South Africa)

Print Production: Rory Bonnes (Y&R South Africa)

Account Manager: Nicole Rintoul (Y&R South Africa)

Media placement: Radio - Cape FM, Cape Talk, Jacaranda FM - 15/01/2010

Media placement: Posters - In-Store, In-Mall And Streetpole - 15/01/2010

Media placement: Packaging/Paper Napkins - In-Store - 15/01/2010

Media placement: Flyers - Carparks, Beaches, Residential Streets - 14/02/2010



Results and Effectiveness

This prompted a lot of ice cream sales, where even the packaging carried the message home, with a final wipe of a serviette after a most satisfying experience.

By giving the entire Sinnfull campaign the voice of the product itself, the media use stood out, wherever it touched the potential customer.

And by flirting with people intimately, directly…closely, the best result was that the message also made the day of the recipient.



Creative Execution

Close to each store, foot traffic is high and so provided the perfect ground for starting naughty conversations…
The ice creams started having a voice on local radio, bringing different flavours to the very tongues of potential customers. Then posters nearby added to the intrigue, flirting and fun.
Then, much to customers’ delight, when they returned to their parked cars from the beach or shopping, they found a little note on their cars, written in person, by an ice cream. The note was an invitation for an illicit rendezvous.



Insights, Strategy & the Idea

Sinnfull Ice Cream, boutique ice cream stores launched a new range of exotic flavours. In preparation, they needed to speak to their potential customers every day, individually, unforgettably and spontaneously. On the tiniest of budgets.
Since most adults feel pretty guilty about eating ice cream, it made sense for the ice creams to sympathise.

So we turned every exotic flavour into a personality, and every media became the voice of the ice cream itself. Confessing their own guilty desires the Sinnfull ice creams brazenly refused to be ashamed of wanting what they want: to pleasure you.