THIS IS OUR TIME
Use SKODA’s cycling heritage to appeal to a younger, more female audience in a socially impactful way
Although Skoda’s long heritage in men’s cycling had helped elevate the brand, we wanted our approach to appeal towards a female buying audience. In 2018, we identified that only 26% of road cyclists in the UK were women, and on the competitive side of the sport, there were far fewer opportunities, races and coverage of female cyclists.
#ThisIsOurTime championed gender parity in sport and shone a light on the achievements and ambitions of women in cycling. To bring this to life, we partnered with Donnons des Elles au Velo (a French all-female cycling team who ride the Tour de France in a bid for a female equivalent). We also signed multi-gold winning cyclist Dame Sarah Story as an ambassador and developed a media partnership with The Telegraph.
Our activity significantly impacted brand health, with, among other things, a 26% uplift in brand sentiment
Created a movement that stretched far beyond anticipated – with SKODA’s campaign being discussed in the UK parliament and the UN as a social issue to be tackled.