19th February, 2018 – Bath, UK: German mountain bike brand YT Industries (YT) partnered with SHIFT Active Media (SHIFT), the award-winning marketing communications agency based in Bath, UK, to launch the next generation of their enduro mountain bike – the all-new Capra – using a half-man, half-goat as the star of a short horror film: Return Of The Goat.
It’s a second collaboration between the agency and brand, YT and SHIFT having worked together to bring the campaign to life. To realise this ambitious project, SHIFT assembled a world-class film production team, including renowned commercials director Mark Jenkinson of Rogue Films and US-based director of photography (DoP) Khalid Mohtsaseb, whose showreel includes the opening sequence to Amazon’s Vikings show.
Return Of The Goat, which plays on the Capra’s name – meaning goat in Latin – borrows heavily from the horror genre. It was shot over three days and nights on location in and around Lone Pine, California – a historic and well used location for Hollywood films since 1919 – and tells the story of a mysterious Goatman kidnapping mountain bikers with the surprisingly benign aim of re-educating them around the errors of their bike choice. The main shoot was supplemented with two action shoots in Portugal and Southern California to capture riding footage of YT athletes Aaron Gwin, Ace Hayden, Ángel Suárez and Bryan Regnier aboard the new Capra.
From the 5th February and in the style of a blockbuster film release, the campaign was first seeded out in a trailer phase to create intrigue and anticipation for the full film, syndicating the trailer content to specific target audiences across multiple digital channels, including Facebook, YouTube and specialist media.
This was followed up shortly afterwards by the launch of the full 12-minute film – within which the new Capra bikes were dramatically revealed – promoted across all channels and hosted on a rich campaign landing page on YT’s website; here expectant riders could discover the full Capra range and ensure they don’t become the Goatman’s next victim by purchasing their own Capra directly.
Within 48 hours of the full film being released and the unveiling of the new bike, the campaign delivered over 28,000 social interactions (on YT Industries posts alone), more than 146,000 video views, and delivered a significant volume of bike sales. To date, the campaign has received 47 pieces of coverage online, with estimated coverage views of more than 2.55m and 6,280 shares across social platforms.
Kerstin Rosenkranz, Head of Marketing at YT Industries, said: “We always look to surprise our fans with our innovative approach to launching new bikes; the short film we produced with SHIFT is certainly unlike any big launch we’ve done before.”
Wayne Brown, Managing Director of Play Sports Group (SHIFT’s parent company), said: “We love YT for their vision and their courage to do things differently – even by their standards the Return of the Goat definitely takes things up a level!”