To bring a taste of Le Tour to amateur weekend riders in Dorking and to celebrate the auto brand’s 20-year tie-up with the Tour de France, sponsor Skoda surprised Sunday cyclists in the Surrey Hills with an unforgettable moment at the end of a regular climb with a full Le Tour stage finish experience.
Based in the car company’s belief that ‘Le Tour de France is a race like no other’ and on the understanding that, up until now, only cyclists in the pro peloton can experience it, Skoda celebrated its historic support of the race by bringing the experience to one of the UK’s most popular Sunday cycling routes – enabling everyday riders to ‘experience the exhilaration of riding in the world’s biggest cycling race’.
Created and brought to life in tandem with agency Fallon, Škoda dressed the finale of the route to look like the end of a Tour stage: complete with French road signs, messages of support chalked on the road, branded boards, a large crowd of cheering supporters, an official finish line and even the race director’s Škoda Enyaq.
As well as creating a Tour de France atmosphere for amateurs, Influencers Matt Stephens and Elinor Barker joined the fun and shared their support for the everyday riders.
This real-life, surprise stunt activation was amplified through a series of films, interviews and additional social content – both live and recorded – across Skoda earned and paid Facebook, Instagram and YouTube posts on 28 and 29 June linked to the hashtags #TourDeSkoda #SkodaCycling.
This social-first content set out to underline Škoda’s role in bringing Le Tour de France to cycling fans.
The activation was conceived and executed for ŠKODA UK by a joint team from creative agency Fallon and production studio Ask The Impossible which included Director Scott Peters, Chief Creative Officer Chaka Sobhani, Executive Creative Director Mark Elwood, Creative Director Graham Lakeland, Creatives Lisi Davis and Cicely Alderson, Producers Peter Lewendon and Lou Pegg, with Designer Freddie Hessian, Planner Henry Gray, Business Director Liam Hopkins, Account Managers Rachel Jeffrey and Tobias Dahlhaus.
Media was handled by PHD Media.
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This surprise stunt runs in parallel with its ITV partnership sponsorship idents which are screened sandwiching commercial breaks during the Tour de France and Tour de France Femmes. These began rolling out from 23 June and revolved around the auto brand’s event sponsorship and supply of the tour director’s iconic lead red vehicle.
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