With a 360-degree camera mounted on the roof of the Isuzu KB 4x4, we mapped out the best off-road trails in the country, filming every climb, descent and turn. This footage was edited and transformed into hours of content which we used to launch the platform and create a buzz on YouTube and Facebook.

​

Through a combination of print/outdoor advertising and an editorial partnership with South Africa’s largest 4x4 publications, we were able to extend the reach of the trail content and spread the word to avid off-road drivers.

​

Next, we needed to grab the attention of the media and some well-known 4x4 enthusiasts. To do this, we collected a few rocks from each of the trails, engraved them with their specific GPS coordinates and mailed them off to our influencers.
Each package contained a rock, a unique URL and a message urging the recipients to check out the website before taking on the trails and delivering the rocks back to their natural habitat.

​

As an added bonus and homage to the age-old South African tradition, Trail Badges were crafted to celebrate the completion of each of the trails.