Škoda is rolling out an international campaign ahead of the 2018 Tour De France called ‘Why We Ride’ that aims to inspire and empower female cyclists.
The campaign features a set of content featuring female cyclists that aim to promote the positive effects of cycling on both body and mind.
All with the objective of getting women back on the saddle.
A multi-market hero commercial starts with a six year old girl and then stars heroines and trailblazers for women’s cycling: including Isabelle Beckers, Orla Walsh, and Majka Micherda.
The spot’s creative travels through the worlds of these women rider: from mountains in freezing fog, down roads or muddy hills, pushing on alone and racing together.
The film aims to explore just what drives these women and to drive viewers to the car company’s cycling microsite at http://bit.ly/skodaforcyclists.
It is running across several targeted countries such as Italy
the Netherlands
and Australia.
Plus, in various markets Skoda is also running an online ‘How To’ video series to support the Why We Ride project.
The local market support work and alliances vary from country to country.
For example, in Australia the car company is working with media agency PHD and is partnering with VMO’s gym network across the country to encourage and support women in cycling.
The gym tie-up with VMO Active’s network (including Fitness First, Fernwood Fitness, Goodlife, Fit n Fast and Belgravia) sees decals tactically placed in spin studios and across kids’ crèche doors to specifically target women and engage mums.
To drive further exposure the campaign also runs across Val Morgan Outdoor Active TV and digital screen network across the different gyms.
Plus, editorial content demonstrating cycling’s benefits are provided from the perspectives of Cycling Mums Australia – which has partnered with ŠKODA as brand ambassadors.
Jeremy Hooper, Planning Director at Skoda parent VWG, said: “Through uncovering a key insight, we have transformed what started off as a low budget social campaign into a rich media execution which has received additional resource to further amplify the rich content.”
Comment:
Women are probably the biggest group of unfilled growth potential in the cycling space – both in terms of participation and in terms of professional riding.
Multiple studies have shown that women typically cycle less than men right across the age demographic groups.
So the strategy, particularly in the pre Tour De France stage of the summer, makes sense.
In the 120 years since Škoda was first formed as a cycle company, bikes have been a key part of the brand and its heritage.
‘Why We Ride’ runs in parallel to Škoda’s 10-year principle Tour de France sponsorship (see our 2017 Tour activation case study and #DrivenBy campaign case study) and aims to consolidate and expand the auto brand’s passion and commitment in cycling.
Links:
Skoda
http://bit.ly/skodaforcyclists
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:
