Case studies

Oakley Promotional Trailer 2016 – 2022


Event / Project background:

Oakley approached Gorilla with the idea of building an event vehicle to be used when supporting distributors at various supporting events in the UK and European markets. Gorilla worked with Oakley to develop the brief, concepts and ideas. At the end of the process Gorilla delivered a pimped up ’Twisted’ Landrover Defender with a bespoke trailer, also designed and built by Gorilla, incorporating a retail stand for distributors from which they could market themselves in line with the Oakley brand with the aim of increasing sales at various event activations across the UK and Europe.

Gorilla role summary:

  • Design of modifications to the Landrover Discovery
  • Design and build of retail trailer
  • Storage, management and operation of the event vehicle and trailer
  • Operators licence/maintenance

Gorilla role detail:

Trailer build & equipment

  • fully folding and branded roof gantry for increased visibility when on site
  • roof-mounted promotional flags
  • an electrically operated fold-down stage with aluminium steps and handrails
  • built-in gas-powered generator for reduced carbon emissions
  • a 75 inch TV, 48 inch TV, radio, mic, Apple TV and a sound system suitable for 250 people
  • an inbuilt coffee machine

12 weeks from signing off final designs to the completion of the trailer and vehicle

Event Work:

Liaising with the organiser re-delivery of the vehicle and trailer to the event, its placement at the event, setting up the trailer ready for dressing, operation of the trailer whilst on-site, de-rig of the trailer and preparation for its return to base, transport back to base, storage and maintenance ready for the next event. Provision of all associated Health & Safety documentation.

Timescales involved:

Gorilla has worked with Oakley for 3 years from the initial concept to the delivery and operation of the assets to numerous events in the UK and Europe:


  • Tour of Britain (multiple setup locations), UK
  • Oakley Sales Conferences
  • Client Events
  • Moto GP, Silverstone, UK
  • Red Hook Crit, London, UK
  • Go Outdoors Retail Event, UK
  • Cycle Show, NEC, UK


  • Slide Trade Show, UK
  • Oakley Sales Conferences
  • Moto GP, Assen, Netherlands.
  • Bike Motion, Netherlands.
  • The Cycle Show, UK.
  • Moto GP, Silverstone, UK
  • Client Events at London Velodrome, Wiggle HQ
  • OVO Energy Women’s Cycling Tour Trafalgar Square


  • Slide Trade Show, UK
  • Oakley Sales Conferences
  • Moto GP Assen, Netherlands.
  • Bike Motion, Netherlands.
  • London Bike Show, UK.
  • Moto GP Silverstone, UK.
  • Client Events at London Velodrome, Nottingham Racecourse
  • UCI WORLD Cup Fort William
  • Boardmasters Festival


  • UCI WORLD Cup Fort William

Result / Outcome:

Increased retail sales and visibility for Oakley and its distributors and Oakley sponsored/activated events


“We came to Gorilla with an idea for a promotional vehicle to help drive brand awareness and engagement at our sponsored events. Working closely with Andy and his team we created two functional field marketing assets, an Oakley branded vehicle and trailer, which have proven to be a great success at the Silverstone Moto GP and The Tour of Britain. We’re looking forward to working with Gorilla in the future,”

Ben Goss, Global Marketing Director.

Event Oakley promotional tour across Europe Client Oakley Live Date 08-03-2018 Location UK Brand involved Oakley
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