ŠKODA DSI ACADEMY
TOUR DE FRANCE FEMMES 2022
EMPOWERING
YOUNG FEMALE
CYCLISTS
ŠKODA’s long-term commitment to cycling is essential in increasing brand relevance and preference with its target audience, women 25-45.
No initiative has been greater than forming the ground-breaking ŠKODA DSI Cycling Academy, providing a pathway for budding female riders into elite cycling. The last 12 months have been incredible for women’s cycling who, after 123 years of the Tour de France, finally had its watershed moment:
The Tour de France Femme. With female cycling at its peak, we created a multi-channel campaign to find the next cyclists to enrol on the academy, with the backing of Britain’s Greatest Paralympian Dame Sarah Storey.
AWARDS:
Nominated for a Drum Award Social Media
Best Social Media Diversity & Inclusivity Program/Initiative
MEET THE CYCLISTS.
We created assets across the year designed to inspire budding female cyclists, this campaign gleaned over 10.7M impressions. Twitter outperformed CPM benchmark by 54%, and crucially, ŠKODA proved they make a REAL difference in the sport with four ŠKODA DSI Cycling Academy graduates joining professional cycling teams, increasing elite team placements by 400%.
Roles
Molly Brewer: Copy-Art Hybrid
Nade Kirov: Art-Copy Hybrid
Josh Kelsall: Creative Lead
Chris Marley: Director | DP | Editor
Agency: Ogilvy UK