4×4 brand TJM launches first-ever national brand campaign
Car accessories brand TJM has launched its first national brand campaign, ahead of its 50th year in market, via creative agency nextThursday.
The new campaign aims to inspire 4×4 drivers to go further in their adventures, using TJM gear, ‘as fuel will only get you so far’.
It also highlights the need for TJM gear to get drivers to their destinations safely.
Owner of TJM, Aeroklas Asia Pacific Group (AAPG), heavily invested in the revitalisation of the brand since its inception in the 70s.
Head of customer and retail strategy at AAPG, Matt Logan, said the brand has been completely reimagined, and this campaign follows through with that vision.
“Recently we completed 30% of our retail store upgrades refreshing our in-store customer experience and with this new national campaign we’re inviting customers back to experience a new and energized TJM.,” he said.
AAPG head of marketing, Kristy Thompson, added: “This year is TJM’s 50th year and we are excited to be investing in a national brand campaign to maximise reach and visibility by inviting Australians to go further in the great outdoors.
“We see this as the first of many national brand activations we’ve got on the horizon, this represents the next logical step as part of our broader brand revitalisation,” she said.
“I’d like to thank both our media agency Scout Frontier and creative agency nextThursday for working with us to develop our new brand and retail communications strategy. They helped craft a range of assets to extend our brand narrative and I’m excited to see the campaign come to life.”
NextThursday’s managing director, Dan Adler, said he is excited to see how the market reacts to the new campaign.
“TJM is one of those cool brands that everyone wants to work on,” he said.
“We created the campaign tagline ‘fuel will only get you so far’ as this double entendre translates well in both the gym and at the pump. We wanted to let potential TJM customers with the right vehicle, a full fuel tank, and a healthy lifestyle know they can go above and beyond the norm, but they need TJM gear to really take the lead.”
“We’ve been grateful for the long-standing partnership with AAPG since launching the TJM positioning line ‘Take the Lead’ a few years back now.
“For the campaign we’re launching today, our team are really proud of the fresh toolbox of design assets we have produced to play with across brand to retail communications and can’t wait to see the reaction from 4×4 enthusiasts,” concluded Adler.
The campaign will be supported across OOH, short form pre-rolls, programmatic and 4×4 contextual placements. It will feature in gyms and at fuel pumps nationally.
Credits:
Client: Aeroklas Asia Pacific Group (TJM)
Head of customer experience and retail strategy: Matt Logan
Head of marketing: Kristy Thompson
Content & communications manager: Connor Doherty
Head of design: Michael Stephan
Creative agency: nextThursday
Head honcho (managing director): Dan Adler
Creative director: Andy Iles
Senior writer: Nick Ikonomou
Senior designer & editor: Martyn Gallagher
Strategy director: Dan Adler
Account coordinator: Lucas McAlpine
Voice over artist: Tim Jackman
Sound rngineer: Ross Batten
Research agency: Scout Frontier
Managing director: Shelley Cook
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
AAPG
Dan Adler
Kristy Thompson
Matt Logan
nextThursday
TJM
Have your say