Dunlop South Africa’s innovative Grandtrek Uncharted expedition and brand campaign, conceptualised by FCB Durban, has continued its winning streak, clinching a Bronze Award at the prestigious annual Loerie Awards held during the 2021 Loeries Creative Week in Cape Town. 

Grandtrek Uncharted was recognised in the Digital category for best use of Applications, Games & Interactive Tools, and the initiative also had finalists in two other categories. 

Launched in 2020 as a way of showcasing the proverbial road less travelled, the Grandtrek Uncharted expedition encouraged South Africans to get back out on the roads and safely support the country’s tourism landscape after months of lockdown and travel restrictions. It was showcased extensively across Dunlop’s digital channels. 

The expedition was anchored by the mission of “going places Google hasn’t been”. In 2020 it spanned all nine provinces, as modern-day explorers Peter van Kets and Jacques Marais sought out uncharted roads far from the beaten track that could be added to Google Street View for the first time, with the aid of a special 360-degree camera. 

Dunlop has now launched the Grandtrek Uncharted Phase 2 instalment in 2021, with 10 travel lovers and influencers exploring KwaZulu-Natal and the Western Cape with the same purpose. 

Lubin Ozoux, CEO of Sumitomo Rubber South Africa, manufacturer of the Dunlop tyre brand, said, “Winning a Loerie award is the highest accolade for creativity and innovation across our region and we would like to congratulate FCB Durban for the win, as much as it is a feather in our own cap as Dunlop. “Apart from the significant marketing and brand successes, more importantly this expedition had an important socio-economic at its core, namely to help to boost the tourism sector and encourage South Africans to take the road safely once again.” 

Having the confidence to take the road – even when there isn’t one -  is what inspired Grandtrek Uncharted, which showcases what is possible when driving with the most comprehensive range of SUV and 4X4 tyres in South Africa, the Dunlop Grandtrek line of no-nonsense, all-terrain tyres for off-road travel, adventure and exploration. 

Other awards raked in by the initiative this year include three wins at The Bookmarks, and an impressive five wins at the recent Supersonic New Generation Awards. Dunlop has also been recognised for its Are We There Yet? Podcast, which offers captivating locally inspired audio stories sourced from literacy NGO Book Dash and is available on the Dunlop MyTyres app and other podcast platforms. 

The Loeries is the most prestigious creative festival across Africa and the Middle East (AME) and celebrates the crème de le crème of the brand communication industry.  The awards are internationally recognised and are the only awards endorsed by the Association for Communication and Advertising (ACA), the Creative Circle (CC), the Brand Council of South Africa (BCSA), the Commercial Producers Association (CPA), IAB South Africa, the Exhibition and Event Association of Southern Africa (EXSA), the South African Institute of Interior Design Professionals (IID), the South African Institute of Architects (SAIA) and the Public Relations Institute of Southern Africa (PRISA).

South Africa boasts a rugged beauty that often leaves international visitors spellbound – from its expansive landscapes, world-famous game reserves and stunning beaches to its spectacular mountain ranges and thrilling action and adventure spots. More recently, South Africans themselves have been getting out to explore and rediscover more of Mzanzi, and in the process helping to boost a tourism sector that has been battered hard over the last two years. 

But roads further off the beaten track can be a lot trickier, especially dirt or gravel stretches that are often not mapped on Google Street View. This can leave travellers and adventurers unprepared for the road conditions they will encounter. 

Iconic tyre brand Dunlop has risen to this challenge yet again, with a second take on its award-winning Grandtrek Uncharted expedition. The mission: to go once again to places Google hasn’t been. 

Launched in late 2020 as a way of showcasing the proverbial road less travelled, the Grandtrek Uncharted expedition spanned all nine provinces, as modern-day explorers Peter van Kets and Jacques Marais sought out uncharted roads far from the beaten track that could be added to Google Street View using a special 360-degree camera. 

In 2021, Grandtrek Uncharted Phase 2 is zooming in on two of SA’s coastal provinces, KwaZulu-Natal and the Western Cape, taking 10 travellers on shoreline voyages fit for the coast-loving 4x4, off-road or outdoor enthusiast. 

“South Africa is well-known for its 4x4 routes and rugged terrain, but many of these routes have entire sections that aren’t mapped because the terrain is too rough. That’s why we’re once again setting out to map these well-known routes and encouraging consumers once again to get out there and explore,” says Lubin Ozoux, CEO of Sumitomo Rubber South Africa, which manufactures the Dunlop brand in Africa. 

Thanks to Grandtrek Uncharted, travellers and tourists will now be able to find a few well mapped out roads in and around some of the country’s most spectacular gravel passes along the coast - from Bosluiskloof Pass, the Swartberg Pass and Gamkaskloof (a.k.a. Die Hel) in the Western Cape, to the oNgoye Forest, Gwahumbe and Sani Pass in KZN. “These routes might be rough – but they’re definitely not rough enough for Dunlop’s Grandtrek tyres, which enable you to tame any terrain,” says Ozoux. 

Joining Dunlop Grandtrek on the adventure are prolific photographers Mike Eloff (@lifeofmikeza), and Kieran Allen (@kierranallen), travel blogger Shelley Ferreira (@travel_blogged) and digital creators Durbanite Official (@durbanite_official), Kabelo Lelo Dladla (@mamiwiththedreads), Amber Kelly (@firsttimemamma), Tebogo Ramaselele (@tebogo_ramaselele), Marcella (@marchi_x), Boipelo Bokaba (@uncleboipelo) and Jodi Sardinha (@jodisardinha). 

Keen to tag along for the journey? Follow these accounts on social media, or take in the Grandtrek Uncharted 360-degree footage uploaded to the Google Street View platform. To view the footage, as well as the destinations visited, visit www.grandtrek.co.za

The world’s most iconic tyre brand, Dunlop Tyres SA, scooped an impressive six awards at the recent Supersonic New Generation Awards, five of which were for its innovative Dunlop Grandtrek Uncharted campaign (https://www.dunloptyres.co.za/grandtrek-uncharted/), conceptualised by FCB Durban. 

The New Gen Social & Digital Media Awards, founded in 2012 is the largest independently celebrated digital awards in South Africa and both recognises and celebrates ingenuity, with a specific focus on results and insight-based success.  Campaigns are evaluated for harnessing new trends in social and digital media, new industry technology and platforms, as well as international trends making their way into South Africa. 

Dunlop’s Grandtrek Uncharted expedition and marketing campaign scooped Gold for Best Use of Technical Innovation, Most Innovative Social and Digital Media by a Small Agency, Most Innovative Use of Social and Digital Media by a Corporate and two Silver awards for Best Integrated Marketing Campaign by an Agency and Best Integrated Marketing Campaign by a Corporate. 

The expedition took the brand to all nine provinces in South Africa, seeking out roads far from the beaten track that could be added to Google Street View using a special 360-degree camera.

Dunlop also received Silver for Best Use of Podcast/Vlog to promote a Product or Brand/Event, for its Are We There Yet? podcast. The podcast offers captivating locally inspired audio stories sourced from literacy NGO Book Dash and is available on the Dunlop MyTyres app and other podcast platforms. 

Both Dunlop initiatives encouraged South Africans to get back out on the roads and safely rediscover hidden travel and tourism gems, promoting the country’s tourism landscape after months of lockdown and travel restrictions. 

Having the confidence to go anywhere is what inspired Grandtrek Uncharted, which showcases what is possible when driving with the most comprehensive range of SUV and 4X4 tyres in South Africa, the Dunlop Grandtrek line of no-nonsense, all-terrain tyres for off-road travel, adventure and exploration. The range now includes the Grandtrek AT3G, AT25, AT5 and AT3G White Lettering tyres. 

“We believe the journey should be just as exciting as the destination. In the old days, adventurers would map out new places they discovered. We wanted to capture some of this spirit and show customers that our Grandtrek range allows them to go places that even Google hasn’t yet been,” says Lubin Ozoux, CEO of Sumitomo Rubber South Africa (Pty) Ltd, manufacturers of the Dunlop tyre brand. 

“We are thrilled that this unique expedition and marketing campaign, something no other tyre manufacturer has ever done before, has been recognised again. The prestigious New Gen Awards is an accolade that inspires our team because it reflects that Dunlop’s innovation isn’t only limited to the production floor, but applies to all facets of this tyre brand,” adds Ozoux.

With Dunlop’s Grandtrek range, you can take the road…even when there isn’t one. Dunlop encourages consumers to take the road and to embrace their personal journey with confidence. This speaks to the company’s vision of creating journeys to better people’s lives. 

With consistent research, development and innovation, the tyre manufacturer continues to deliver quality tyre products to the market, enabling consumers to do just that, to take on any journey they choose - whether its on- or off-road - safely and with complete ease. 

Commenting about the New Gen Awards, founder Stephen Paxton, said submissions have improved and increased year-on-year, with South African corporates, agencies and students producing some truly remarkable work. “This year’s entries have shown me, that even through these difficult times South African creatives and marketers, move forward, get stuck in and nail briefs. 

“Teams have become more technically minded, smarter strategies can be seen across multiple platforms, resulting in clever content, greater reach and engagement, and the results achieved across a number of campaigns was phenomenal. A big congratulations to all of the winners and finalists, you have outdone yourselves!” he added.