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; creating issues with customers, sales and team members alike.

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

The campaign direction we developed is ‘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.

The Take the lead positioning is super encouraging. 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. It positions TJM, as a mentor. An advisor.