Nissan's ‘Finders Keepers’ campaign drives real off-road adventure

An elaborate game of “finders keepers” was at the heart of Nissan Australia’s campaign for its MY25 Patrol Ti-L, the latest model year of the company’s flagship 4x4 SUV, known for its off-road capability and rugged design.

Under the tagline 'Patrol, It’s Out There,' the challenge was as daring as the prize itself: track down a hidden Nissan Patrol in one of Australia’s toughest landscapes and whoever finds it gets to keep it.

The integrated campaign kicked off online, where participants received cryptic clues from Oscar Pearce, Australia’s top geolocator and GeoGuessr World Cup representative. Success required more than quick thinking; challengers had to read soil composition, trace tree lines, and even decipher the angle of sunlight crossing ridges.

Now for the fun part. The first clue appeared via media partner CarExpert.com.au, which sparked a discussion across 4x4 forums. Over 1,000 Australians entered through video submissions to put their off-road skills and adventurous streak to use. From there, five finalist teams were flown to South Australia’s Bendleby Ranges, a working sheep station with more than 200 kilometres of 4WD tracks.

 

 

Over several punishing days, the teams navigated harsh terrain, unpredictable weather, and live challenges to chase fresh clues until a winner finally drove away in the Nissan Patrol. Channel 7’s Sunrise program captured the action with live updates from the secret competition site.

“The lengths people went to enter the competition were incredible, representing a level of brand engagement that’s rare today,” said Paul Reardon, chief creative officer of TBWA Melbourne. “At the heart of it all, the competition showcased the Patrol’s capabilities firsthand. Contestants drove Nissan Patrols in harsh Australian 4WD conditions to find one.”

Campaign’s take: The TV spot is totally predictable with the rugged terrain, heroic voiceovers, and the usual only-the-brave-survive vibe. The real fun and the clever marketing twist is the hunt. The mud-and-sweat glory of this part will surely up the engagement for the brand.