ŠKODA UK: Climb for #ThisIsOurTime – Riding to close the gender gap in cycling

ŠKODA UK, a car manufacturer, increased awareness of its association with women’s cycling and gender equality by launching a virtual cycling challenge that encouraged the public to ride alongside the women participating in the 2019 Tour de France.

Campaign details

Brand: ŠKODA UK Advertiser: Volkswagen Group Agency: Ogilvy UK Country: UK

Campaign Overview

The campaign for wheel change

ŠKODA, a brand that built bikes before cars, set out to narrow professional cycling's gender gap.

Strategy

As a physical show of solidarity with the 23 women riding the 2019 Tour de France stages, ŠKODA launched a virtual cycling challenge. It encouraged cyclists and the general public to climb 20 million metres alongside them in just one week in support