Update: In addition to the TVC released in mid April, Monteith’s has launched an online game called The New Gold Rush. The player has to find the key to Monteith’s brewery on a virtual map of the West Coast. And if the instructions are anything to go by, then the secret as to the exact location is hidden within the TVC.
When playing the game, the player collects spades and plants them on the map where they think the key is hidden. If the player that gets closest to the location of the golden key will then be invited to brew their own brew (with the help of a friend), and it might even end up on store shelves, provided that it’s good enough.
Players have until 23 June to plant their spades and will be sent daily clues, which will help them to find the exact location of the hidden key. Players will also be rewarded with additional spades for entering the barcode digits found on Monteith’s products and for following clues. So, in this sense, the game rewards those who are most engaged with the brand on a daily basis.
Previous story published on 13 April 2015: Monteith’s salutes the West Coast pioneers via Colenso BBDO
Monteith’s has released a new campaign via Colenso BBDO that celebrates the company’s West Coast roots and the pioneering spirit that underpinned the mining heritage of the region.
According to the Colenso release, the ad gives a nod to those who first made it here “ … across the Southern Alps, or by crossing the deadly Greymouth or Hokitika Bars in order to search for gold,” while simultaneously acknowledging the modern day pioneers who continue to enjoy the benefits of Monteith’s “liquid gold.”
The one-minute TVC at first resembles a movie trailer, with its striking shots of the coast, moody music and gruff voiceover that shares a poem about the West Coast pioneers “Carving their own way”.
Monteith’s marketing manager Dave Openshaw says that pioneering spirit lives on as fiercely today as it did then.
“There’s so much more to Monteith’s than most people know,” he says. “With a rich history on the West Coast and our innovation hub still there at the brewery in Greymouth, we knew it was imperative to tell the story of not only our past but our ever evolving future, in the pursuit of liquid gold.”
The clip features some stunning footage of the West Coast including landscapes from Karamea, Bruce Bay, Hokitika Gorge, Franz Josef ‘near infamous’ Blackball Hilton and of course, Monteith’s Brewing Company in Greymouth.
The spot explores similar themes to Monteith’s campaign from last year, which told the classic pioneering story of the history of the brewery and how its founder Stuart Monteith got in a spot of trouble for running an illegal brewery before eventually finding success in 1868 when he set about brewing a beer for gold miners.
Colenso says this is the first part of an integrated campaign set to roll out over the next few months starting with an interactive digital experience that will give one lucky person the keys to the brewery so they can create their own liquid gold.