Škoda
Draw de France
In our 2024 summer campaign, we championed Škoda’s long-standing partnership with the Tour de France by inviting the cycling community to a “Draw de France” Strava competition.
Campaign Context and Opportunity …
The campaign was set amidst the backdrop of a colossal opportunity … we had an overly-serious cycling community which needed challenging in the most serious and hotly-anticipated event in the cycling calendar – the Tour de France. To bring some fun to the serious business of cycling, we used Strava via the Draw de France competition, to flip the seriousness of the Tour de France and Strava on its head, subverting the stereotypes with Škoda’s fresh and playful energy. However, there was still a key consideration to factor … the importance of balancing Škoda’s playful brand personality with a sponsorship of the fiercely competitive and serious Tour de France. And therefore, we needed to activate Škoda’s Tour de France sponsorship in a way that authentically enlivened the spirited Škoda brand, while still getting us noticed and appreciated by the die-hard cycling community.
Insight & Idea
We discovered cycling doesn’t have to be so serious and competitive to be enjoyed, and Škoda could bring some fun to the serious business of cycling through flipping these stereotypes and re-purposing the use of a serious tool (Strava) in a more playful way. Through launching the “Draw de France” competition, we encouraged cyclists to create French inspired Strava art, shifting the focus away from speed & distance to artistic fun. Participants shared their Strava art as part of a Škoda challenge, with the best creation winning a unique Tour de France prize.
The Results
The campaign was promoted via a social film and a “Beginner’s Guide to Strava Art” on Insta and Tik-Tok, achieving exceptional numbers: 54,144 participants; 6.3m miles cycled; 1,661 Strava Artworks created; driving 82% awareness of the Škoda x Tour de France partnership; and guiding Škoda to the #1 auto brand associated with cycling in the UK.
