Adventure Kings and 4WD Supacentre partner up for sponsorship campaign via JOY

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Independent integrated agency JOY, along with Australian owned camping brand, 4WD Supacentre and outdoor sports group Outdoor Kings, have joined forces, kicking off their partnership with a sponsorship campaign that celebrates a great Australian past time of enjoying the great outdoors.


JOY was appointed as the agency of choice for both Adventure Kings and 4WD Supacentre late last year in preparation for the coming summer months, with the brands utilising JOY for their strategy, creative, media and performance services.

Says Andrew Wynne, principal at JOY: “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.”

The campaign launched across multiple channels including television, radio, digital, social and performance driving media. The integrated sponsorship of Fox Sports’ Summer of Cricket was the pinnacle of 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.

Says Christian Rolfe, CEO, 4WD Supacentre: “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.”