Australian brewer Mountain Goat has launched GOAT Lager, an uncomplicated craft beer with an interactive campaign – ‘13GOAT’ via The Monkeys.
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 the east coast.
Mountain Goat Beer marketing manager, Marc Slater, said: “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.”