Škoda UK is aiming to tap into the Olympics feelgood factor with the launch of a new social-first campaign to encourage women across the UK to jump into cycling this summer, fronted by Paris 2024 bronze medal winner Elinor Barker.
Škoda Auto sponsors the Tour de France “Femmes avec Zwift” and is on a mission to double the number of female cyclists in the UK. The drive follows research that revealed while almost 8 million women own bikes in the UK, only 4 million regularly ride them.
There is also a significant gender imbalance, with men making nearly three times as many bike rides as women.
With a huge number of bikes gathering dust, the campaign, “Ride With Me”, developed by Leo Burnett UK, seeks to bridge the gender gap in cycling by mobilising current female cyclists to inspire their female friends and family back onto their bikes and join them on a ride to rediscover the joy of cycling.
Targeting both cycling enthusiasts and novices, the 45-second launch film features Barker taking TV presenter Angellica Bell out for a bike ride. The two discuss their favourite cycling routes and what motivates them to cycle.
The TV spot is accompanied by a call to action, with Barker urging women to discover the magic of cycling and get on their bikes to cycle with a friend, family member or colleague.
Ride With Me will run on Instagram and TikTok and also features a #RideWithMe Strava Challenge, encouraging participants to share their journeys and progress for the chance to win the “ultimate cycling bundle”.
To further boost the movement, cycling influencer Chanel Dowsett will lead a high-profile Ride Out through London. This 20-strong peloton aims to raise awareness and inspire women across the city to join the cycling revolution.
The company has a rich heritage in cycling, having been manufacturing bikes for longer than cars. It launched its first bicycles in 1895; its first car, the Voiturette A, was not built until 1905.
Škoda UK marketing director Kirsten Stagg said: “Škoda has supported elite cycling for over 20 years, and, in the UK, we have been committed to empowering women in the sport for nearly a decade.
“This campaign is an engaging, creative way to encourage women to get interested in cycling at a grassroots level. It’s about the love of getting out on your bike and finding a community, whether you haven’t cycled for years or are getting out there for the first time.”
Leo Burnett UK creative director Graham Lakeland added: “The creative simplicity of Ride With Me is immediately appealing. No one will make a more convincing argument to try cycling than an already passionate cyclist, and so turning the problem on its head and talking to cyclists, rather than non-cyclists is as clever as it is effective.”
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