The Monkeys has just created the launch campaign for Australian brewer, Mountain Goat’s Goat Lager. It’s the kind of creativity that made The Monkeys famous. A simple left-of-centre idea that exists outside all of the usual media channels, ignites attention and does its job perfectly – in this case getting people to try a new craft beer.
It’s a call centre, 13GOAT, run by goats. Call 13GOAT and you’ll be given the chance to win free beer for a year or a trip to the Goat brewery in Melbourne.
The call centre features more than 170 different scenarios while participants are talking to the screaming goats. They can even listen to an episode of Goats of our Lives, and can 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 1 to March 31 across social, out-of-home (OOH) advertising, and on radio in VIC, NSW & QLD markets.
Mountain Goat Beer marketing manager, Marc Slater, commented, “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.”
The Monkeys Melbourne chief creative officer, Ant Keogh, added, “After dealing with faceless, computerised call centres, you’ll find one operated by goats a pleasant surprise.”
To hear the campaign (and maybe win something awesome) call 13GOAT (1-3-4-6-2-8).
Agency: The Monkeys Melbourne
Chief Creative Officer: 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
Chief Executive Officer: Paul McMillan
Composer & Music Producer: Terry Mann
Client: Mountain Goat Beer
General Manager: Mick Bentley
Marketing Manager: Marc Slater
Marketing Coordinator: Orla Dynes
Designer: Tyson Sheean