Club 4X4 inspires 4WD owners to break free from routine and embrace adventure with its new campaign “Free the 4WD” across Queensland and New South Wales.

A call to adventure

Club 4X4, the specialist insurer for Australia’s 4WD community, has launched its new campaign “Free the 4WD”, a rallying cry for owners in Queensland and New South Wales to break free from suburban routines and unleash the true potential of their vehicles.

Creativity with purpose

The campaign was developed in collaboration with creative agency The Reactor and brand consultancy Marrow. Its goal: to cut through the noise of the mainstream insurance market by speaking directly to the 4WD lifestyle and community values.

The 4WD dilemma

Many owners feel guilty seeing their adventure-ready vehicles limited to school runs and grocery trips. “Free the 4WD” taps into that sentiment, turning it into inspiration to explore, travel, and create lasting memories.

An authentic message

Leana Farrelly, Marketing Manager at Club 4X4, explained: “We’re a brand built by and for 4WDers. We exist to protect our customers’ lifestyles, so they can adventure with confidence. ‘Free the 4WD’ isn’t just a tagline; it’s a liberating message.”

Nick Brown, Creative Director at The Reactor, added: “It connects with the emotional insight that many owners feel their vehicle is destined for more than city driving. It’s a message of freedom and empowerment.”

More than insurance

Club 4X4 offers comprehensive insurance tailored for the realities of on- and off-road life. Its policies cover not only 4WDs but also caravans, camper trailers, and modifications, giving both first-time travelers and seasoned explorers the confidence to hit the road.