Cannes Lions

13GOAT

THE MONKEYS | PART OF ACCENTURE INTERACTIVE, Melbourne / ASAHI PREMIUM BEVERAGES / 2019

Awards:

1 Shortlisted Cannes Lions
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MP3 Original Language
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Overview

Entries

Credits

Overview

Background

SITUATION: Launching in 2019, GOAT Lager was ready to go mainstream. Different from the big brands who dominated the market, GOAT was from a small, craft brewery with fewer followers, less brand awareness, and of course, a lot less marketing budget.

 

BRIEF: Make GOAT Lager the biggest brand for this small, craft brewery.

 

OBJECTIVES: Of course we needed likes. PR would be nice. And yes, we needed beer-paradigm-shifting communications. But, really, what we needed most was an engaging launch idea to get GOAT Lager into the hands of drinkers who had grown accustomed to only seeing, hearing and interacting with the big beer brands.

Idea

To get attention like the big brands, we figured we needed to act like a big brand. And what does every multi-national, squillion dollar conglomerate have... a call centre.

Strategy

To launch a new brand into a crowded and highly competitive market, we harnessed the Mountain Goat brand's irreverent attitude in a way that would appeal to a  mainstream, rather than a craft-beer, audience. 

 

Given the brand was new and a large paid media campaign beyond our budget, we chose to create an engaging yet inexpensive brand experience; one that was broadly accessible yet deeply impactful. Striking this balance would, we believe, deliver a campaign that maximised a small budget by capturing attention and endearing people to a new brand in a way that purely digital experiences or PR-driven stunts are rarely able to do.

Execution

IMPLEMENTATION: To create 13GOAT, we used the latest in yesterday's cutting-edge call centre technology, helping people seamlessly call, then navigate through 154 intertwining stories, 2 hours of audio, and 789 goat sound effects. At the end of their 13GOAT journey, callers had a chance to win a year of free Goat Lager.

 

TIMELINE: March 1st to March 31st

PLACEMENT: Out of home, Radio, Social

SCALE: National (Australia)

Outcome

BUSINESS IMPACT: During the 13GOAT campaign, GOAT had it’s largest ever sales month. Selling 250,000 litres. Exceeding their annual target by 266%. As a result of the campaign, several major Australian retailers agreed to range the product.

 

RESPONSE RATE: Our call centre had over 10,000 calls, an average interaction time of 1 minute and 12 seconds. One caller even spent 8 minutes on a call – we can only assume they were lost. As a whole, Australians spent 8 and a half days listening to our goats try and give them beer. 65% of people who called 13GOAT entered our promo.

 

CONSUMER AWARENESS: While it’s too early to tell if our campaign has shifted awareness levels amongst consumers, increases in sales can give us an initial indication that there has been a positive shift towards the brand.

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