Australian brewer Mountain Goat has launched GOAT Lager, an uncomplicated, very enjoyable craft beer with an interactive campaign – ’13GOAT’, developed by The Monkeys Melbourne, part of Accenture Interactive.
To put the brewer on the big stage, The Monkeys built on the tongue-in-cheek tone of Mountain Goat and created something crucial to the success of every big brand: a call centre. The only difference being 13GOAT is run by who else, but the goats themselves.
Part giveaway mechanic, part customer service centre, 13GOAT is a call centre run by goats whose sole purpose is to give away a year of very enjoyable GOAT beer, or a trip to the GOAT brewery in Melbourne.
With over 170 possible scenarios, participants can call and talk to screaming goats, listen to an episode of ‘Goats of our Lives’, or return to the main menu at any time. Once they’ve completed their 13GOAT journey they’ll be sent a text message with details on how to enter the competition.
The campaign runs from March 1st to March 31st and will roll out across social, out-of-home (OOH) advertising, and on radio in VIC, NSW & QLD markets.
Says Marc Slater, marketing manager, Mountain Goat Beer: “While craft beer continues its strong growth, there are still thousands of drinkers out there who want to take the leap but really just want a simple, uncomplicated beer that is very enjoyable. A clever marketing gimmick should support such a beer.”
Says Ant Keogh, chief creative officer, The Monkeys Melbourne: “After dealing with faceless, computerised call centres, you’ll find one operated by goats a pleasant surprise.”
To hear the campaign, and for your chance to win, call 13GOAT, that is 1-3-4-6-2-8.
Client: Mountain Goat Beer
General Manager: Mick Bentley
Marketing Manager: Marc Slater
Marketing Coordinator: Orla Dynes
Designer: Tyson Sheean
Agency: The Monkeys Melbourne
CEO: Paul McMillan
CCO: Ant Keogh Copywriter: Cody Naetzker
Art Director: Zenon Predecki
Designer: Jess Ramsey
Strategy Director: Gareth Evans
Head of Production: Romanca Jasinski
Producer: Katie Wellbelove
Production Coordinator: Anne-Maree Shelton
Group Content Director: Lee Lowndes
Content Director: Navin Arunasalam
Content Manager: Allan Carlow
Composer / Music Producer: Terry Mann