Turning an everyday errand into an epic motorcycle adventure, Swann ‘Inconvenience Stores’ opened at the end of Australia’s best rides.

These physical stores were located hundreds of kilometres from Australia’s major cities.

On the shelves – Swann’s own bespoke range of Inconvenient Products (toilet paper/milk/chocolate). The products were free for riders and offered a 10% insurance discount via a unique code.

Getting the milk meant getting on your bike for hours – and in some cases, days.

A TVC announced the opening of the stores and online maps showed the furthest routes. This was accompanied by remote outdoor placements over 250kms from the stores to show riders the way – all supported by social and PR.

Riders took to the road, going great distances visit the stores and pick up the basics. From clubs, to enthusiasts and novices, all types on all kinds of bikes were engaged by the campaign.

Australia is a unique landscape with over 80% of the population living along the coast and within 50km of a major city. Driving or riding from one major city to another is the equivalent of travelling from Madrid to Amsterdam at a minimum.

Aussies typically go on massive road trips to enjoy the unique beauty of the nation; but often the highlights can be the small towns that people stop in in along the way to take a break. These small towns in Australia have general stores – many of which double as a pub/bar or bakery – that sell life’s essentials.