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- 1. Describe the business challenge:Describe the business challenge: Captain Morgan is the 6th largest spirit in the world & the no. 2 bar call in US – Captain & Cola. Also though Captain Morgan is the #1 fastest growing global priority brand within Diageo it was a very late entrant in the Indian alcohol market. Also historically India has always been a Whisky market with 70% share & thus it was a big challenge for a new brand like Captain Morgan to enter & then also grow the dark rum category Describe the consumer challenge:Describe the consumer challenge: The vision of the brand was to make Captain Morgan the #1 party icon and the key consumer challenge was to communicate the fact that Captain Morgan is the brand that best sparks legends because of the ‘The Captain’s fun loving, mischievous personality & larger than life party spirit – as well as the brand’s always popular, great flavor – in an interesting manner Insight (Business Context):Insight (Business Context): “Guys want to be a part of creating unforgettable stories that connect them with their friends” Strategy (Business Opportunity):Strategy (Business Opportunity): The underlining strategy of the brand is: Consumer+Captain Icon+Captain & Cola = Legendary Times. As part of this strategy Captain & his morganettes hijack parties in pubs & discotheques. The Captain then activates the party in such a way that it becomes a night to remember. The core idea is to bring alive ‘Got a little Captain in you?’ philosophy. Hence our strategy was to amplify the On-Ground experiential events of Captain Morgan & drive further engagement with consumers Activation (Innovation):Activation (Innovation): We understood that our key target audience is – More Online than watching TV Taps in social forums, social media & is glued to his mobile 24X7 Facebook is a key place where he connects with friends & shares experiences Hence put simply we needed to be there – We identified Facebook as a platform which is the ideal fit for the Captain to build his home. Through an extensive enrollment & experiential activity on Facebook we almost doubled the last night party experience by also accessing consumers who did not attend the event. At every event we took photographs which were then posted & also reminded consumers to share their own snaps. This further helped the party goers to comeback on Facebook and Tag themselves, which again created a viral effect as their friends too could view the snaps. We also leveraged the power & personality of the live Captain figure by his constant interaction with his Facebook fans by creating excitement around “Talk like a Pirate Day”, “Recruit your personal crew and become a Captain”, “Whats the Captain in you?” etc Captivation (Client Delight):Captivation (Client Delight): Within a span of 3 months the Captain Morgan fanbook page has a total fan page of 1793 with more than 60 weekly interactions. As per Diageo’s internal data this is the highest no. of fans they have been able to get in any fan page across the globe in the shortest period of time. The real captivation is the way consumers write & share their photos with the Captain which is a high in itself for the team & the client. Submitting Agency: Starcom Worldwide (India) Client/Brand: Diageo Campaign Title: Captain on Facebook Client Description: Liquor Date Beginning-Date End: August ’10 onwards Contact Vehicles: Online CATEGORY: Digital Agency Credit Sankalp Bala -+919867088408 sankalp.bala@starcomindia.net Sankalp Bala, Shilpa, Pranshu Sharma,Girish Upadhyay,Saurabh Tyagi