Wiggins Fronts New Skoda #DrivenBy Campaign As Brand Repositions Around Individuality & Independence

Early February sees Skoda launch a new UK brand campaign fronted by athlete ambassador and cycling legend Sir Bradley Wiggins called ‘Driven by Something Different’.

The creative focuses on the auto marquee’s new customer-led positioning: highlighting defining attitudes shared by its customers – an individual self-confidence, optimism, and a spirit that sets them apart from the predictable.

The idea is that Wiggins encapsulates and reinforces this position.

The initiative is spearheaded by a 90-second hero ad, called ‘The Climb’ and developed with creative agency Fallon, featuring the multiple Olympic medallist and Tour De France winner tackling climbs in north-west Wales and wearing the kit of his own self-titled team.

Directed by Czech film director Martin Krejci, the creative narrative follows key moments in Wiggins‘ personal and professional life, as he reflects on his achievements.

The ad’s key copy line sees Wiggins state: ‘It’s important to be yourself, important to make your own choices.’

The spot, which debuted on ITV on 4 February in the half-time break of England’s opening 6 Nations rugby match against France, is further supported by a behind-the-scenes online video.

The spots are further supported across the brand’s digital and social platforms – connected by the campaign’s #DrivenBy hashtag – including Twitter,

ŠKODA. #DrivenBySomethingDifferent. pic.twitter.com/LtN9DY45SQ

— ŠKODA UK (@SKODAUK) February 4, 2017

It's important to be yourself, important to make your own choices.

Be #DrivenBy Something Different. pic.twitter.com/D1FTW7aJhg

— ŠKODA UK (@SKODAUK) February 2, 2017

At ŠKODA, the people we admire most are those who follow their own paths.

Those who are #DrivenBy Something Different. pic.twitter.com/OefMWDUZHy

— ŠKODA UK (@SKODAUK) February 1, 2017

and Facebook.

‘I’m looking forward to the advert being released, ŠKODA has done a great job in capturing my journey through cycling. We are already preparing for the next ad which will take a lot to beat this one,’ comments Wiggins.

Wiggins’ brand ambassador deal with Skoda will span TV, advertising campaign and experiential work over the next three years.

‘Wiggins is more than a cyclist – he’s a great communicator and a really normal bloke, which makes him the perfect fit for Škoda,’ ‘, explains the company’s UK marketing chief Kirsten Stagg.

‘We are implementing a step change in comms that will live up to the new brand style we are creating – and Sir Bradley sits at the heart of that,’ Stagg said.

There is a nice piece of historical synergy in the choice of sports star spokesperson as Škoda originally started out as a bicycle manufacturer back in 1895.

Kirsten Stagg, Head of Marketing for ŠKODA UK, adds: ‘From our humble beginnings as a bicycle manufacturer to the innovative automotive brand we are today, we have always prided ourselves in being driven by something different. As Britain’s most decorated Olympian there is no denying Sir Bradley Wiggins‘ incredible achievements. However we chose to work with him on the campaign because of who he is and what he represents as an individual; he embodies the self-confidence, unique character and spirit which sets him apart from the rest.’

Activative Comment:

Sir Bradley Wiggins, son of Australian cyclist Gary Wiggins, is a five-time Olympic champion and the 2012 Tour de France, as well as the world hour record holder and the time trial road race world champion.

The campaign also benefitted from a further PR push as Wiggins recently was forced to pull out of competing in this year’s edition of Channel 4’s celebrity winter sports competition The Jump.

The deal comes after Wiggins recently switched management agency from XIX to M&C Saatchi Merlin.

The auto outfit has signed Wiggins as a sports star endorser despite recent press scrutiny focusing on Wiggins, his former pro-squad Team Sky and British Cycling.

Skoda already has a strong cycling heritage – not least through its top tier sponsorship of the Tour De France (see our 2015 case study and 2014 case study).

The campaign marks the start of an umbrella change as Skoda’s strategy switches to reposition itself as ‘a company that highlights individual self-confidence, optimism and that lives up to its heritage’.