Skoda is activating its rights as a top tier Tour De France sponsor with a multi-platform, multi-phase programme running under the ‘Ride On’ motto that spans TV, digital, social, experiential, competitions, ambassador work and a supplier strand led by providing the race with 250 vehicles.
The campaign aims not just to engage fans and promote Skoda’s brand and its products, but also to reflect the Tour’s mix of fighting spirit and motivation.
This new 360-degree campaign runs primarily across its social media platforms: including Facebook, Twitter and Instagram and on its website at www.welovecycling.com.
It is led by a bespoke brand version of the famous Queen song ‘Bicycle Race’ launched on 26 June.
Skoda, which has been a partner of Tour de France for 14 years, supports millions of cyclists worldwide in their passion for cycling through its two-wheeled ‘We Love Cycling’ digital hub (http://www.welovecycling.com)
The ‘We Love Cycling’ platform – which spans stories, videos, tips and reports from the world of cycling – kicked off its 2017 Tour focus on 26 June with a spearhead spot called ‘If You Legs Could Speak’ which was amplified across the auto brand’s YouTube channel,
Twitter feed,
If your legs could speak, what would they tell you? #TDF2017 #SKODA
>> https://t.co/nQWxTFJrgj pic.twitter.com/tgirQ79dIX— We Love Cycling (@wlcmagazine) June 29, 2017
and Facebook.
The ad is based on the most famous pro cyclist motivational phrase of them – which Jens Voigt used to tape to the top bar of his bike.
The spot stars Skoda’s cyclist ambassadors Stephen Roche (the Triple Crown winner – https://goo.gl/9iYgYf) and Jiří Ježek (winner of 6 Paralympic gold medals – https://goo.gl/jheUJ4)
Read the story of Jiří Ježek. The man who has won 6 Paralympic gold medals. #TDF2017 #cycling https://t.co/EJRVtrgSx1
— We Love Cycling (@wlcmagazine) June 27, 2017
Indeed, Roche also fronts the brand’s Tour experience competition,
Take a shot at our @LeTour competition or a break with our #cycling Personality Test! >> https://t.co/nQWxTFJrgj #TDF2017 pic.twitter.com/sc49X8nsnO
— We Love Cycling (@wlcmagazine) June 30, 2017
and led a branded pre-event ‘Stephen Roche Cycling Camp Experience’ for the winners.
Stephen Roche cycling camp experience. What a blast! #cycling https://t.co/I14BIsrInp
— We Love Cycling (@wlcmagazine) June 22, 2017
Fans can also participate in a contest on the Tour de France at WeLoveCycling.com and have the chance to win attractive prizes – including an exclusive VIP trip to the Tour de France.
Other elements of its 2017 Tour campaign include a film focusing on the making of the race’s glass trophy (released on 10 July),
plus the cycling personality test competition to win a Tour experience,
an interactive cyclist type test,
plus a set of Tour tips and guides under the ‘Tour Principles’ tagline.
There are also behind the scenes content,
Au Départ / At the start https://t.co/41Gk6xIJVs
— Le Tour de France (@LeTour) July 3, 2017
and insider perspective pieces,
Let’s have a look at what @chrisfroome eats. #nutrition #training #cycling #TDF2017 https://t.co/7G68QPikPU
— We Love Cycling (@wlcmagazine) July 4, 2017
and stage summaries too.
Marcel Kittel makes it ten, Four neophytes on the move, Froome & Bardet crash. Watch the full summary of stage 2 #TDF2017 pic.twitter.com/s65emsggMK
— Le Tour de France (@LeTour) July 2, 2017
The supplier side of the sponsorship sees Škoda provide 250 vehicles to the Tour organisers, plus it sees three new Skoda Karoqs accompany three teams through the first stage.
The brand’s top Superb model accompanies the entire tour as the ‘red car’: serving Tour Director Christian Prudhomme as a mobile control centre.
This Superb saloon is painted in ‘Corrida Red’ and features a panoramic roof that can be opened at the touch of a button from the second row of seats, allowing Tour Director Christian Prudhomme and guests to stand up in the rear with the roof open.
Škoda has supported the most famous cycling race in the world since 2004 as an official partner and vehicle partner and the 104th Tour de France, which started on 1 July with the Grand Départ in Dusseldorf, spans 21 stages and 3,500 kilometres before it finishes on 23 July on the Champs Elysées in Paris.
Škoda also sponsors the Green Jersey for the best Sprinter for the third time and offers a set of race-related green jersey assets, as well as a signed jersey competition.
Activative Comment:
The early statistical signs are that this year’s activation is set to be a success.
The ‘Legs’ spot alone has notched up 1,133,396 views since its YouTube debut on 26 June (plus a further 68,000 views for the Roche video).
Skoda’s 2017 Tour work follows on from its previous work such as its 2015 activation (see case study) and its 2014 race campaign (see case study).
Some of its other 2017 cycling initiative from Skoda includes its ‘Lock Challenge’,
‘Making A Pro Cyclist Faster’,
a Bradley Wiggins fronted ad campaign (see case study) and its ‘Bike Unfriendly’ series (which included Mumbai 360).
Cycling is a cornerstone of Škoda’s sponsorship strategy: as well as sponsoring the Tour de France and the Spanish Tour (‘Vuelta’), the Czech car manufacturer supports other international cycling races, as well as numerous national and international cycling events.
There is plenty of heritage and synergy behind Skoda’s Tour sponsorship and its support for cycling.
After all, Skoda’s story began with bikes when, in 1895, Václav Laurin and Václav Klement founded a bicycle manufactory in the Bohemian town of Mladá Boleslav.
A decade later, the Voiturette A became the company’s first automobile and in 1925 Laurin & Klement merged with Škoda.
Bicycles and accessories continues to be part of Škoda’s extended product range.
Links:
Skoda
https://www.welovecycling.com/wide/tour-de-france-2017/
https://www.instagram.com/wlcmagazine/
https://www.facebook.com/SkodaCycling
https://www.pinterest.com/we_love_cycling/
https://www.youtube.com/user/skodacycling
Tour De France
ASO Website:
http://www.aso.fr/us/homepage.html
