Off-road vehicles driving on a sandy beach with the ocean in the background, accompanied by bold text saying "WOLF. SHEEP. TAKE THE LEAD." and a logo reading "TJ M 4X4 EQUIPPED."

In 1973, Lloyd Taylor, Cliff Jones, and Steve Mollenhauer were mates who raced souped-up vee-dub beach buggies. Their modifications became so popular, they formed a company – TJM.

Today, with 71 stores Australia-wide, TJM offers vehicle protection, recovery, drive performance, suspension, exterior, interior, electronics and camping. They’ve also broken into the US market.

But emotion and coordinated positioning were missing from the brand. They needed a campaign that would resonate internally as well as for new customers.

Text graphic with black background and orange text that reads "TJM 4x4 outdoor".

Research revealed 4WD owners don’t get out as much as they say they do, while they have the intention to do so. So the strategic insight was that owners were missing is a crucial ingredient – the confidence that comes through having the right equipment. 

The campaign direction I wrote was ‘TAKE THE LEAD’. It tells the consumer they’re ready and capable to get out and explore. To take the road less travelled. To stop thinking ‘one of these days’. That they can take the lead, for once. That they can travel solo. With confidence.

It’s a positioning that tells you to step up and enjoy your off-road vehicle. It’s reminding you why you bought the bloody thing in the first place. It positions TJM, as a mentor, an advisor.

Here are the first outdoor featuring this new positioning. All supplied imagery, so a very cost-effective and quick to market campaign.

The execution below got taken down in Perth.

A black Ford SUV driving through water at the beach, equipped for off-road adventures with a roof cargo bag, rally lights, and off-road equipment. The image contains the text 'Don't bring a knife to a gunfight. Take the lead. TJM 4x4 equipped'.
A black off-road Toyota vehicle driving through sandy terrain, kicking up dirt and mud with a sunset or sunrise in the background. Text overlay says, 'Tag. You're it.' and 'Take the lead.' alongside a logo for TJM 4x4 Equipped.
A black Toyota 4x4 vehicle navigating rugged off-road terrain surrounded by greenery, with bold white text overlaying the image that says, 'Don't bring a knife to a gunfight. Take the lead.' and a yellow and black TJM logo with the words '4x4 Equipped'.
Comparison of two white SUVs with the text 'Dr Jekyll' above the left vehicle and 'Mr Hyde' above the right vehicle, set against a desert landscape with mountains in the background. The right vehicle is modified with off-road equipment and labeled as '4X4 equipped' by Jim.