| Title | CAPTAIN'S SHACK |
| Brand | DIAGEO INDIA |
| Product / Service | ALCOHOLIC BEVERAGES |
| Category | A01. Best Use of Screens |
| Entrant | STARCOM MEDIAVEST GROUP Mumbai, INDIA |
| Entrant Company: | STARCOM MEDIAVEST GROUP Mumbai, INDIA |
| Media Agency: | STARCOM MEDIAVEST GROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Rajendra Dwivedi | Starcom Mediavest Group | Vp |
| Debankur Kashyap | Starcom Mediavest Group | Business Director |
| Rachana Shah | Starcom Mediavest Group | Business Director |
| Shibu Varghese | Starcom Mediavest Group | Manager |
| M.b.kala | Starcom Mediavest Group | Group Head |
The program immediately became a huge success. Captain Morgan became the talk of the town. Above activities and on air show reached over 33 million audiences. Brand awareness grew to 21% against target of 15% - 3 times pre –activity awareness of 7%
Captain Morgan announced nationwide hunt for dream job – Run Captain’s Shack in Goa. Promotion directed consumers to submit entries online at Captain Morgan India facebook page. On facebook, contestants answered 5 questions that tested their passion score to run Captain’s shack. 15 contestants were flown to Goa to compete for job of running Captain’s Shack. On show, Captain challenged contestants on brand attributes– Camaraderie, Clever thinking, Masculinity, Bravado, Confidence & Popularity, Not taking life too seriously in form of Tasks The whole event was aired on the highest affinity and the biggest youth channel- MTV for 13 weeks on primetime band. 14 hours of brand exposure over 13 weeks. The whole show amplified on print radio, social media. “SHACK” trended on launch day; #dreamjob trended at #3, 12 lakh sms in Mumbai, Delhi, Pune and Kolkata
Newly launched Captain Morgan Rum competed with brands like old monk and Mc D’owell with market presence of 20 years. These brands cumulatively have market share of 67 %. In such a high loyalty category, Captain Morgan launched with ambition of increasing awareness from 7% to 15% Captain Morgan is targeted at light alcohol drinkers who is fun loving, optimistic, curious person. These are also characteristics of Captain Morgan who is brand icon. TV reach being highest amongst the audience and static being boring for youth it was imperative to be present on TV. This was impossible for Captain Morgan as there are many guidelines in CBFC’s rule book to allow any Liquor brand to advertise on TV. The Insight was our audience believed in creating a career out of their passion. Thus we converted our no TV challenge into an opportunity by bringing together Captain Morgan & youth aspiration by creating an on air property “Captain’s Shack”