Ykone x Land Rover Defender

the power of influencers

A winning partnership

Since its launch Ykone has made it a point of honor to create the best influence campaigns for the most prestigious clients.

The establishment of Ykone in Tunisia has been a game-changer in the digital market: an agency that differentiates itself through concepts that are as creative as they are impactful.

Ykone Tunis has been given the task of launching the new Land Rover Defender on the Tunisian market. Being the quintessential adventurer vehicle, the new Defender could only be attributed to a content creator who could naturally embrace his identity. Therein lies the role of Ykone, where we were able to identify the right influencer who matched the brand & product DNA perfectly.

The perfect match

Rabii Ben Brahim, alias The Dreamer, with more than 250K followers, is a Tunisian content creator who has built his reputation around nature and inspiring his community with this. His fight for the environment has earned him the choice of the IUCN, the International Union for the Conservation of Nature, for collaboration on a global scale (Lebanon, Morocco, Tunisia….).

The beauty and quality of its content has earned notoriety beyond Tunisian borders, with participation in Sadeem, the largest content creation competition in the Arab world, which has earned it the distinction of best production.

Thanks to his passion for natural landscapes and highlighting of the beauty of Tunisia, Rabii has attracted the attention of several organizations and international channels like TF1 which devoted a report to him in the show 50 min inside.

The creative concept by Ykone

The concept thought up by Ykone was essentially based on the crossing of Rabii’s values ​​with the DNA of the all-new Land Rover Defender giving birth to a campaign that is as original as it is creative. A campaign that has given way to the interaction of the influencer. with its community in order to enlighten their curiosity and even more arouse their interest in the content.

“Adventure Has No Name” is the launch campaign tagline — a call to awaken the adventurous spirit of Defender lovers. The campaign will take place in two phases and will appeal to Tunisian Defender fans and their thirst for adventure.

The teasing phase was launched at the same time on the various accounts of TheDreamer (Instagram, Facebook and Youtube) with a teasing video in which anonymous #GPS locations appear as well as via an OOH campaign at the level of the largest Tunisian cities.

The sustain phase was launched in order to make the community interact and provide the names of various places that were visited. Waves of IG Stories with calls for demonstrations were launched to collect the names proposed by online users.

The adventure has a name, signed the reveal of the campaign via a video recap of the adventure lived by The Dreamer aboard the new DEFENDER supported by an OOH campaign specifying the name of the 3 places visited.

The concept then takes on a whole new meaning, revealing that there is always something to discover, that the limits are the ones we set for ourselves and that it is enough to have the right partner in order to open up new horizons.

It is always said that adventures have no names, but the meeting between The Dreamer, Ykone and Land Rover Tunisia has given birth to an unprecedented adventure which has managed to rally the discovery of Tunisian landscapes to the performance and robustness of the new Land Rover Defender.