SINNFULL Promo, Case study GAGGING FOR IT by Y&R Johannesburg

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market South Africa
Agency Y&R Johannesburg
Executive Creative Director Clinton Bridgeford, Michael Blore Liam Wielopolski
Art Director Andrew O’Donoghue
Copywriter Emily Veitch
Released January 2010

Credits & Description

Category: Best Use of Integrated Media
Product/Service: ICE CREAM
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.