In 2018, the brand lacked of saliency vs its competitive set, specially in low social economic levels. Captain Morgan had a Brand Strength Score of 2.3 vs Bacardi (4.7) and Jose Cuervo Especial (7.9).

To overcome the challenge, we had to become relevant within the SEL through finding more sources of growth by unlocking consumption in new cultural occasions and by making the Captain relevant to the consumers in new ways, demonstrating brand’s commitment to social responsibility.

We had a role for Captain: to become President of Mexico!

The Captain has always been giving the positive examples how to have fun in an original way and be socially responsible about that. He possesses the emotional and cultural characteristics of a leader relevant to the new generations.

The Captain now set his compass towards new communication challenge - create awareness about the importance of the vote in a funny and relevant way.

We only had to register The Captain as a candidate for the president race and bring his spirit to life. We knew that he will come up with fresh and positive proposals about how to make the future brighter for the young Mexicans.

He ran for president under the slogan of “POR UN MEXICO DE CAPITANES” (“A MEXICO TO ALL THE CAPTAINS”).

Our analysis showed young people are mainly longing for relevance towards their values and life-style. A feature that no ordinary politician can offer yet young voters were clearly looking for a cultural connection with a leadership. We embraced the principle that the best way to generate positive involvement into politics is by turning the political debate into a fun that could drives participation and be shared.

The Captain ran his campaign in 3 phases:

1: Announce his candidacy for President of Mexico.

2: Announce the programme of 6 capi-proposals:

- Taquerías open 24 hours

- Promote the "cooperacha equitativa" so that nobody leaves a place without paying

- Immediate suppression of cadeneros (face-control) in bars

- Maximum penalty to "who leaves you in sight"

- Days off that breach Thursdays with Mondays

- Recognition of responsible drivers

3: The Captain, achieving the above points even before becoming a real president.

We opted for a progressive media mix where social media played central role mimicking the structure of a typical political campaign: REVEAL THE CANDIDATE / PROPOSALS / CLOSE OF CAMPAIGN

Phase 1: Generate massive reach through Facebook showing a video of The Captain announcing his intentions to run for president.

Phase 2: Each week The Captain revealed one of his programe proposals through long video high-efficiency formats on social media, then a mix use of shot and long video formats

We extended the proposals through traditional media making thus our campaign part of the political discourse (OOH Big formats, bus stops, billboards and fences and “Bardas”). We took over the cover of a mass free newspaper called MAS POR MAS where The Captain explained his 6 proposals.

Phase 3: The Captain declined through an on-line proclaiming the goals achieved and vouching to keep pushing for responsible voting.

The Captain announcing his intentions to run for president became an instant hit, reaching a total of 4,620,705 of unique users in the launch day .

We achieve collateral growth on social media fans, on regular campaigns we grow +3400 fans monthly, with #Mexicodecapitanes we had a total growth of 24,472 fans, from April to June.

2MM of full views on video with 32% of engagement rate (+854% vs regular campaigns).

"Days off that breach Thursdays with Mondays" Facebook video: 2,919 reactions & 75,673 clicks.

"Other forms to use your ID" Twitter content: 17,334 clicks

"How to use the thump for the elections" Twitter content: 188,494 interactions.

“Taquerías open 24 hours” Instagram content: 56,160,000 views and 1,194,219 reach.

Media partnership : average read time was 4:48 (+100%)

The interactions gain was outstanding from 48,568 to 435,041 in all the social media platform we used.

OOH reach: 9,038,945 target people.