Captive Media Customer Responses &

EPoS Results

Captain MorganLondon

June 2014

1

Combined Average0

20

40

60

80

100

120

140

Average Pre Average During

12%

Captive Media were asked to create an interactive game as part of Captain Morgan’s UK summer campaign

Captain Morgan’s summer activation, to coincide with the world cup, imagined what would happen if you fired a football from a cannon

New content was filmed on Camber Sands, of the Captain and his crew ‘testing’ the Brazuca ball.

This content featured on You Tube and the Captain’s Facebook page, (where it has garnered 7500 views and 1200 likes)

Captive Media’s role was to help bring this to life for consumers by devising a penalty shoot out challenge they could actually play for themselves, “The Captain’s Cannon”

3

The campaign played on twenty screens in 10 Bars across London

Player detected

Ambient Loop

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90

PTV Content

Interactive Session

Branded Welcome Screen

Branded game

Branded Game Over

Seconds

Ambient Loop resumes

BrandedLeaderboard

Ad Slot

PTV Content

RSS Feed

The content comprised one ‘ambient loop’ slot and a bespoke game, ‘The Captain’s Cannon’

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We assessed the campaign’s impact through a combination of intercep interviews and analysis of EPoS data

The Study

• Objective: Assess customer responses and sales uplift to Captain Morgan campaign on Captive Media’s Washroom media system.

• Location: 10 bars in central London

• Duration: One month campaign Dates: June 2nd 2014 – June 29th 2014

• Measurement Methods:

• Interviews: 60 interviews of male customers.

• Collected over three nights in three separate venues

• 50 had played “The Captain’s Cannon”

• EPoS Analysis: Sales data collected from three London venues

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Questionnaire (supplied by Diageo)

1) Can you remember which brand you saw on the game?2) To what extent do you agree or disagree with the following

statements? (regarding the game) 1. I enjoyed playing the game2. The game is clever3. This is better than most ads for alcoholic drinks4. It is the sort of things I would talk about with friends

3) To what extent do you agree or disagree (regarding Captain Morgan specifically)

1. The game makes me view Captain Morgan as different

2. Captain Morgan is leading the way with this game3. The game makes Captain Morgan seem more fun4. I am more likely to purchase a Captain Morgan

Sales

EPoS Data: Collected from Three venues: Zoo Bar, The Loop & The Exhibit

Data covered:• The 4 weeks of the campaign• The 8 weeks prior to campaign (control

1) • The same four weeks in June during

2013 (control 2)

Data collected was • total Captain Morgan sales• total category sales (rum).

The analysis tested impact at each stage of the marketing funnel

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Results:

Campaign length: 4 weeks (June 2 – June 29th)

Penalty Shoot Outs served: 33,767

(Goals scored: 560,000)

View the vox pop video summary athttp://youtu.be/uo1oDVzxXbM

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See Play Recall0

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70

NoYes

No.

of P

eopl

e

Unprompted recall of Captain Morgan of those who played game was 80%

Did you see the screens?

95%

5%

87.7%

12.3%

80%

20%

Note:Of the 10 people who played the game but did not recall Captain Morgan, 7 had not heard of Captain Morgan before, and didn’t recognise the brand even when prompted.

Did you play the shootout?

Do you remember what brand(s) you saw?

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Few among those we spoke to were already regular Captain Morgan drinkers

Percentage0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6

20

40

34

Q: How often do you drink Captain Morgan?

NeverRarelyOccasionallyFrequently

The Results : Customer Reactions

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Overwhelming positive reaction to the game

I enjoyed the game The game is clever This is my kind of advert This is better than most ads for alcoholic drinks

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

48

24

8

24

36

58

22

52

718

60

20

1 0

840 0 2 0

Definitely Agree Quite Agree Somewhat Agree Hardly Agree Do not Agree at all

Q: “To what extent do you agree or disagree with the following statements”

The Results : Customer Reactions

11

More interesting is how the game made people feel about Captain Morgan

The game make

s me vi

ew CM as m

ore fu

n

…Captain Morg

an as differe

nt

…Captain Morg

an is le

ading the w

ay

I would te

ll frie

nds about t

he game0%

10%20%30%40%50%60%70%80%90%

100%

44

8 6

46

42

3630

42

6

32 46

8418

1644 6 2 0

Definitely Agree Quite Agree Somewhat Agree Hardly Agree Do not Agree at all

Q: “To what extent do you agree or disagree with the following statements”

The Results : Purchase Intention

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Expressed purchase intention shows an interesting profile

• 40% of players stated that they were more likely to buy a Captain Morgan & Cola as a result of the game

• 34% disagreed with the statement, and the remaining 26% were unsure

Q: “To what extent do you agree or disagree with the following statements”

Percentage0%

20%

40%

60%

80%

100%

8%

32%

26%

26%

8%

Do not Agree at AllHardly AgreeSomewhat AgreeQuite AgreeDefinitely Agree

"I am more likely to purchase a Captain Morgan & Cola"

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The Results : EPoS

Average weekly sales up 12.4% compared to 8 weeks prior, and up 25.9% from 2013

Weekly Averages

Venue 1

(Exhibit)

Venue 2 (Loop)

Venue 3 (Zoo)

Average

Pre 76 75 173 108

During 75 87 203 122

% Diff -2% 15.8% 17.3% 12.4%

Combined Average0

20

40

60

80

100

120

140

2014: Pre Vs During

Average Pre Average During

Aver

age

Wee

kly

Sale

s

Combined Average0

20

40

60

80

100

120

140

YOY

June 2013 June 2014

Aver

age

Wee

kly

Sale

s

12.4%

25.9%

Weekly Averages

Venue 1 (Exhibit)

Venue 2 (Loop)

Average

June 2013 67 61 64

June 2014 75 8781

% Diff 11.2% 42% 25.9%

3 venues 2 venues

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The Results : EPoS

This is in the context of a significant drop in Rum Category sales over the month of June

Weekly Averages Venue

1 (Zoo)

Venue 2 (The

Exhibit)

Venue 3 (loop)

Total

Pre 4048 1994 350 6393

During 2657 1589 305 4552

% Diff -34.4% -20.3% -12.8% -28.8%

Average Weekly Rum Category Sales. Before and During trial

Zoo The Exhibit Loop0

500

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4000

4500

8 Weeks Prior weekly averageTrial weekly average (June 2014)

-28.8% avg

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The Results : EPoS

Captain Morgan bucked this trend

Weekly Averages

Venue 1

(Zoo)

Venue 2 (The

Exhibit)

Venue 3 (loop)

Total

Pre 4048 1994 350 6393

During 2657 1589 305 4552

% Diff -34.4% -20.3% -12.8% -28.8%

Average Weekly Rum Category Sales. Before and During trial

Zoo The Exhibit Loop0

500

1000

1500

2000

2500

3000

3500

4000

4500

8 Weeks Prior weekly average

Trial weekly av-erage (June 2014)

Zoo The Exhibit Loop0

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8 Weeks Prior weekly average

Trial weekly av-erage (June 2014)

Average Weekly Captain Morgan Sales. Before and During trial

Weekly Averages

Venue 1

(Zoo)

Venue 2 (The

Exhibit)

Venue 3 (loop)

Average

Pre 173 76 75 108

During 203 74.5 87 122

% Diff 17.3% -1.5% 15.8% 12.4%

-28.8% avg

12.4% avg

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