Consumer

Captain Morgan

The Challenge

Portray the brands mischievous, partying and irreverent personality through PR hijacks by piggybacking on the news agenda using the brand character, Captain Morgan

Our Response

• Forget Grafton Street’s Christmas Lights ceremony, Captain Morgan created a unique lights ceremony that got media and people talking
• Media were invited along to his ceremony and party where he lit up the Jeanie Johnston with Christmas lights
• Created social conversation with bespoke Christmas party hats created for media and online influencers
• Created a hashtag #CaptainXmasLights which was shared via twitter promoting the event
• Party hats showed up at various locations across Ireland heralding the start of festive party season
• We specially commissioned a Christmas lights dress for his newly recruited Morganette, model Georgia Salpa, who Captain also ‘switched on’ as another unique hook for media

The Results

• Over 20 pieces of national print and online media coverage including 80% use of branded image.
• Twitter hashtag reached over 245,000 people via twitter mentions.
• Over 70 media attended the party and lights ceremony.