We approached Quiksilver with a unique opportunity to bring to life the true, Australian version of the Defender through a partnership between these two iconic brands.

We provided 6 of the best up and coming surfers with 4 Defender 90s to drive up the East coast, stopping where they surfed with their final destination being the Quiksilver Pro. The surfers wrote daily blogs, a freelance surf reporter gave daily radio updates and the surfers’ experiences showcased the versatility of the vehicles.

We created bespoke content pieces that ran on TV and online, fusing the brand values and what it takes to be a great surfer - Toughness, Style and Escape.

After 2,000 km our intrepid crew reached Snapper Rocks, the start of the ASP Championship World Tour and the final stop for the Great Australian Road trip. A Defender marquee showed fans the surfers’ experiences, the distance travelled and the conquered terrain.

By creating the great Australian road trip, we saw Defender 90 sales up 150% on forecast and 50,000 people viewed the bespoke content online. 4,744 became virtual fans of the road trip through the dedicated Facebook page. In 8 days, 3,194 people enquired about purchasing a Defender 90, to embark on their own road trip – a great result considering we needed to sell 82 vehicles. Within a week of the campaign finishing we have sold out on all pre-sales of the Defender 90.