ŠKODA Tour de Femmes: #ThisIsOurTime
Action: Bringing cycling rights to the heart of ŠKODA’s brand campaign
ŠKODA’s ‘Driven By Something Different’ champions independent spirits to make a positive difference. ŠKODA asked Fuse to use its long heritage in cycling to appeal to a younger and more female audience whilst driving this new positioning. We spotted an opportunity for them to make a bolder stand and bring their cycling rights to the heart of their brand campaign.
Create: Addressing the gender imbalance in cycling
Although cycling was a sport that ŠKODA had a rich heritage with, gender disparities had become an issue and they were limiting the involvement and engagement of females in the sport – as participants and spectators.
Fuse designed a campaign that focused on championing gender parity in sport and used ŠKODA’s resources and assets as an official partner to major cycling races, including the Tour De France and Prudential Ride London, to deliver a powerful equality message
The campaign made a number of commitments that put female cyclists centre stage of our partnership activations and shone a light on the achievements and ambitions of women in the sport. These commitments were delivered through a hashtag: #THISISOURTIME
Central to this was a collaboration with J-1, a team of female cyclists who each year cycle the Tour de France one day ahead of the professional men in a bid to champion for a female equivalent. Their annual endeavor had extremely limited exposure until 2018 when ŠKODA UK and J-1 came together in a partnership that would bring the issue of cycling inequality to fore, grabbing global attention and driving unprecedented success for both parties.
Fuse also signed the multi-gold medal winning cyclist, Dame Sarah Storey, as a new ambassador and, through a multi-layered partnership with The Telegraph, we were able to give female cycling more coverage than ever before.
Impact: Shifting the world’s attention from men’s cycling to women’s during the Tour de France
The campaign smashed a number of marketing records for ŠKODA UK including most retweeted post in ŠKODA UK’s history, most viewed content and best performing cost per view.
- Positive brand sentiment increased from 45% to 71%
- Shifted the world’s attention from men’s cycling to women’s during the Tour de France
- 18 million impressions of the campaign hashtag #thisisourtime – and growing daily
- Ignited a global conversation with media headlines across Europe, USA and South America – including BBC Radio 2, BBC’s Newsnight, Huffington Post, The Telegraph
- Won numerous industry awards including two Silver Lions at Cannes and a UK Sponsorship Award for the Best Sponsorship of Women’s Activities
Click here to discover some of our other work for ŠKODA UK.