The Challenge Presented:
XXXX’s 2024 Winch to Win campaign required a standout finale that would deliver on the promise of a once-in-a-lifetime experience. The goal was to create an immersive event that rewarded competition winners in a way that was deeply aligned with XXXX’s adventurous brand identity and Queensland heritage. This meant managing the complexities of executing a live, high-stakes event in a remote 700-acre 4WD park, with full safety protocols, professional-grade infrastructure, and seamless logistics, while also producing rich, high-quality content for nationwide amplification.
The Strategy Created:
To bring the Winch to Win concept to life, Bastion designed a competition-style adventure day grounded in skill, endurance, and teamwork. We partnered with The Springs 4X4 Park and a team of expert drivers to ensure a credible and high-octane setup. The event featured a series of winching and off-road driving challenges that mirrored real-world recovery scenarios, giving the experience authenticity and energy. Throughout the event, content was strategically captured to fuel storytelling across digital and social channels, extending the reach and impact of the campaign well beyond the finale itself.
The Strength Achieved:
- Delivered a brand-defining, adrenaline-filled experience that brought Winch to Win to life
- Rewarded six winners with a money-can’t-buy 4WD adventure
- Successfully navigated 700+ acres of rugged terrain with zero safety incidents
- Captured high-value content used across XXXX’s owned and earned channels
- Achieved 1.2–1.5 million campaign reach through digital storytelling
- Secured media coverage in AdNews, Mumbrella, Campaign Brief, The Stable, and LBB Online
- Reinforced XXXX’s positioning as a bold, adventurous, and community-driven brand
