Mountain Goat Beer launches GOATLotto promotion via The Monkeys, Melbourne
Last night, Australian brewer Mountain Goat celebrated its latest goat run venture, launching the GOATLotto show via The Monkeys, part of Accenture. Part lotto and part late night talk show, GOATLotto is a month-long retail promotion, all in the name of selling some very enjoyable beer.
Those who purchased a carton and uploaded their receipt received a unique set of lotto numbers that secured their place in the draw to win a range of life changing prizes – like $50k, or an egg from Alien vs Predator the movie.
Directed by The Glue Society, the promotion ran nationally from October 1st onwards and was amplified across social, out of home advertising, radio and online in the lead up to the final show held on November 11th 2020.
Those who entered simply needed to watch the GOATLotto show, hosted by Glen and Mick the Goat, to see if their lucky numbers appeared on screen.
Says Marc Slater, marketing manager, Mountain Goat Beer: “GOAT is an uncomplicated beer and while we needed a good gimmick to sell a few more cases this month, we really wanted to keep it simple.
“GOATLotto not only helped to do that – we cleared out the bank account and got rid of an old couch at the brewery as well as some leftover stubby holders.”
Says Ant Keogh, chief creative officer, The Monkeys Melbourne: “We tried to do a real lotto but legally we can’t, so we’ve done this instead.”
Client: Mountain Goat Beer
General Manager – Mountain Goat Beer: Mick Bentley
Marketing Manager – Mountain Goat Beer: Marc Slater
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Art Director: Zenon Predecki
Copywriter: Cody Naetzker
Senior Craft Designer: Raph Tamkalis
Designer: Chris Thompson
National Head of Production: Romanca Mundrea
Producer: Emma King
Group Content Director: Sophie Gosper
Content Director: Navin Arunasalam
Content Manager: Allan Carlow
Production Company: Revolver/ Will O’Rourke
Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer/Producer: Jasmin Helliar
Producer: Max Horn
DOP: Jordan Maddocks
Editor/Post Production: The Glue Society Studios
Sound: Squeak E. Clean Studios
33 Comments
6 minute and 37 seconds of pain. Optus 5G did it far better.
My favourite bit was all of it.
Pissed myself laughing the whole way through. Best use of legal disclaimer ever.
Aghhhh…only got to 1.42 sec. Rather pull my hair out.
The only people watching all 6 minutes and 37 seconds would have to be those involved.
Very funny. Great casting.
Got to about 40 seconds Just horrible
bit long but a few classic moments. love the host!
Research group says ‘this is polarising.’
Thing is cringe. Couldn’t make it past the minute mark
I’ve always noticed a strong thread of the agency’s work is the well known tool of satire. Taking the piss out of something is a big part of their playbook. Maybe it has but one page in it. Is it wrong or is it great? The Big ad could never had existed unless GPY&R took the piss out of British Airways “Face”. And so it seems to be with the majority of work. Take the piss out of a known structure/trope and voila! It’s their thing. God bless them. But it’s getting even more derivative and in this case doesn’t work at all well.
Got to 39 seconds before I had to pull the cord, with I’d done it earlier.
Surely you have a creative director to stop stuff like this getting out?
The piss take and this genre is all just so very tiredzzzzz
I guess, if you were in the lottery, you’d sit it out but it would be the only reason. Very funny in parts but unsustainable for 6mins+. Fun talent, dull goat.
I was coming into watching this with good vibes yet after a minute and a half, I just gave up on it
And Im out. sorry guys. fail.
Oi
Was everyone as drunk as the host?
…but i stopped at around 20 seconds in. i feel like in the quick-hit gif / meme / tiktok world we’re in – to hold attention for 6+ mins is a BIG ask! needs to hit harder and faster imo – that’s the long and short of it.
“We tried to do a real lotto but legally we can’t, so we’ve done this instead.”
“We’ve done this instead.” The definition of a worse idea.
This wins
Not everyone can direct comedy. The overly acted ‘comedy’ performance is pure cringe.
This is good.
Made it to 2 minutes hoping it would get better and it didn’t. The entire thing felt forced.
As far as I got.
I’m sorry because I’m sure everyone involved thought they were being creative and interesting in some way or other. But this should never have happened – at least not outside of pre-school. It just shouldn’t be seen by anyone who is not a parent of the “creatives” and therefore, sadly, equipped to indulge.
bleat bleat, please delete.
pretty decent can of piss. got it on special at BWS. wouldn’t buy it at full price but.
Good Ol Advertising Tripe.
It ain’t no Keno, but i just won a bail of hay so suck on them straws.
This was pretty funny in parts! I think I get that is was supposed to look tacky, I liked the goat haha but 6 minutes is a little long, I understand there was a lot of content to get through but maybe if it were condensed a little people would engage more, overall I enjoyed it
Cringy-est Of All Time.