Captain Morgan wanted to improve customer recruitment, increase salience and further expand how much its customers love the brands original spiced rum and also the Captain's newly launched white rum. The Captain required exciting and impactful OOH in Ireland that would drive reach and engagement among their target audience, while also adhering to regulatory requirements.

 

Creatively we delivered three high impact OOH concepts to drive recruitment, salience and also deliver an engaging drink responsibly message. 

 

We also collaborated with media to target our audience around high consumption cultural moments.

 

There are some proper legends out there that are unappreciated by our target audience. But if not for them 

and their amazing work our target audience’s lives would be a little less awesome and legendary.

 

This route salutes these forgotten heroes and asks the Captain himself and our target audience to raise a glass and toast these legends.

 

The clever timing of this campaign tied in with the Irish October bank holiday weekend, which is also the weekend of daylight saving time.

We also created the "Only anchors go overboard" concept to deliver a drink responsibly message in a fun way. No one wants to be the "Anchor" on a night out.

The brand tone of voice and humour resonated with the bulls eye target audience. 

Campaign recall from millennials 65% - 356,000 Dubliners.

On the back of the Irish campaign results the "Only anchors go overboard" concept 

also ran in the UK where it performed equally as well.