The campaign strand of Skoda’s 2018 Tour De France activation is a new 360-degree campaign called ‘Always There For Those Who Ride’ which includes a competition offering a trip to the race itself.
The international, multi-market campaign – which runs in parallel with the vehicle supply, the green jersey sponsorship and the official app – was launched in June before the first stage of the race on 7 July to drive buzz, excitement and awareness and to provide a window for cycling fans to enter the competition.
The new 360-degree campaign, ‘Always there for those who ride’ spans television, radio, OOH, print, social, digital, experiential and at-race work.
It is led by a series of light-hearted spots, tweaked for local markets, which link professional racing and the tour to amateur cycling for all the family.
The videos are supported by a set of social content pieces that highlight specific models and features.
The contest, which offers a grand prize in the form of an exclusive VIP trip to the Tour de France, is featured prominently on the company’s cycling specific www.welovecycling.com website, as well as on the auto brand’s social media channels including Facebook, YouTube and Instagram.
Other key strands of the car company’s Tour activation programme include supplying the race organiser’s 250-strong fleet of vehicles (including Tour Director Christian Prudhomme’s Skoda Superb a mobile control centre),
https://www.instagram.com/p/BliJXN2g8tY/?taken-by=skodagram
plus team command vehicles for the likes of LottoNL-Jumbo,
its ongoing sponsorship of the Green Jersey for the best sprinter and its exclusive partnership with the official ‘Tour de France App – powered by Skoda (which provides real-time statistics, results and background information).
The brand also has a strong presence in the official Tour de France caravan,
and l’Etape du Tour.
“As a manufacturer that began by producing bicycles, cycling is especially important to us,” said Alain Favey, Škoda board member for sales and marketing. “Our comprehensive and visible involvement in cycling strengthens the image and awareness of the ŠKODA brand.”
Comment:
This year’s activation programme follows neatly in the footsteps of Skoda’s 2017 Tour work (see case study),
and runs in parallel with its umbrella, female-focused ‘This Is Why we Ride’ campaign (see case study).
Indeed, despite its long relationship with race organiser ASO and its in-depth activation programme, Skoda is also supporting a semi tour protest initiative which sees 13 women ride all 21 stages on this year’s route a day ahead of the men to highlight the fact that there is no official equivalent of the Tour de France for women (just a single day race called La Course0).
For every female cyclist. 13 incredible women take on all 21 stages of the #TourDeFrance, a day before the men. Follow their journey: @desELLESauVELO. #ThisIsOurTime #TDF2018 pic.twitter.com/ONnk0Ix8Na
— ŠKODA UK (@SKODAUK) July 7, 2018
Cycling has one of the most supportive communities. We’d love to encourage and inspire more women to ride, so these groups become more equal. #ThisIsOurTime #TDF2018 @SKODAUK pic.twitter.com/ZIhFS9XbnH
— Desellesauvelo (@desELLESauVELO) July 26, 2018
How amazing is this?! We love it! Thank you so much @sigbertseye. #ThisIsOurTime #TDF2018 pic.twitter.com/6SlpCnbf0h
— Desellesauvelo (@desELLESauVELO) July 12, 2018
The company has been supporting the world-famous cycling race since 2004, and this year marks the 15th time that Skoda Auto is the official partner and vehicle partner (and the fourth year it has sponsored the Green Jersey).
The 105th Tour de France began on 7 July with the Grand Départ on the Atlantic island of Noirmoutier-en-lle and during the three-week race, 176 cyclists will go through 21 stages, covering a total of 3,351 kilometres.
Cycling is in Skoda’s DNASAS and its manufacturing roots. Indeed, when it was founded in 1895, Václav Laurin and Václav Klement established a bicycle factory in the Bohemian town of Mladá Boleslav.
It was only 10 years later that the company’s first automobile – the Voiturette A – was produced.
Laurin & Klement merged with ŠKODA in 1925.
Bicycles and related accessories are an integral part of the car manufacturer’s extended product range.
As well as the Tour de France, Skoda also sponsors the Tour of Spanish race (‘Vuelta’) and several other international cycling events.
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
