The Brief

Use digital to introduce and drive trial of Captain Morgan Rums to a new low LSM market. Converting them into potential customers by getting them to opt-in to the Captain Morgan database for further future communication.



South African Mobile Glossary

'Please Call Me'
A free sms sent from one consumer to another requesting to be called back using USSD interaction.

USSD
Unstructured Supplementary Service Data (USSD), sometimes referred to as "Quick Codes" or "Feature codes", is a protocol used by GSM cellular telephones to communicate with the service provider's computers. It's used to top up Airtime, check balances, send 'Please Call Mes' and enter competitions.