4WD Supacentre and Outdoor Kings partner on new campaign via JOY

Australian-owned camping brand 4WD Supacentre and outdoor sports group Outdoor Kings hack launched their partnership with a new campaign via independent integrated agency JOY.

The integrated campaign includes a 30-second TVC featuring former professional rugby league player Cameron Smith, as well as sponsorships of the Ashes with Foxtel Media and Kayo, including bespoke content on Foxtel Sport.


Both brands appointed JOY as to handle their strategy, creative, media and performance services late last year.

The TVC is set in the outdoors, with an opening shot depicting Smith testing out an Adventure Kings gazebo under a waterfall. Smith is then seen kayaking with his kids along a river, pulling a swag behind him. Smith is then shown kicking a football with the kids in a make shift football field created by a circle of four wheel drives with high beam on. The add closes with images of a family around a campaign fire underneath the Adventure Kings jingle.

The campaign has launched across multiple channels including television, radio, digital, social and performance driving media. At the heart of the campaign is the integrated sponsorship of Fox Sports’ Summer of Cricket, connecting Australia’s two greatest summer activities: outdoor adventures and cricket. As a whole, the campaign exceeded its goal of increasing brand awareness via impactful mass channel harnessing and using high frequency messaging to drive action.

Andrew Wynne, principal at JOY said: “As iconic Australian brands, we’ve used iconic Australian events and personalities to drive them forward. We have Cameron Smith talking to the durability, toughness and quality of the Adventure Kings brand, and undertook a fully integrated sponsorship of the Ashes with Foxtel Media and Kayo to drive summer sales for 4WD Supacentre – including bespoke content with legends Brendan Julian and Brett Lee at ‘The Ultimate Campsite’.”

“It was a complex challenge to seamlessly integrate the Adventure Kings product brand with 4WD Supacentre’s retail brand while balancing brand building and managing online and store traffic at the same time – especially with weather disruptions – but the results have been amazing. In a very short period of time, the campaign achieved double digit growth in awareness, intention and sales volumes.”

Christian Rolfe, 4WD Supacentre CEO said: “The JOY team are fast and impactful, bringing holistic, elevated integrated thinking to our business. They are literally a JOY to work with, fusing brand, creative and media thinking to deliver highly connected solutions.”


Client: Adventure Kings and 4WD Supacentre
Marketing Director: Belinda Rendle

Planner: Andrew Wynne
ECD: Phil Watson and Christy Peacock
Media Director: Amelia Thackway
Account Director: Jason Munro
Producer: Peter Gardiner

Director: Israel Rivera
Editor: Annika Damon
Producer: Noelle Jones
Music: Mark McDuff


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