Tour de France 2023
To celebrate an epic 20 years of Skoda and Le Tour de France, Skoda surprised cyclists in Dorking by bringing a taste of Le Tour de France to their weekend ride.
We dressed the finale of the route to look exactly like a Tour stage, complete with the Race Director’s Skoda Enyaq, French road signs, messages of support chalked on the road, branded boards, an official finish line, and most importantly, a huge crowd of supporters to cheer cyclists on and create a Tour de France atmosphere for all. Influencers Matt Stephens and Elinor Barker were also invited to join in the fun, surprising the cyclists and sharing the day with their followers.
The social campaign ran alongside sponsorship idents on ITV throughout the 2022 Tour de France and Tour de France Femmes. The idents feature regular cyclists being interrupted by professionsal mechanics and medics in Škoda support cars, helping them wth flat tires, scraped knees and upside down maps.