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Škoda turns crude graffiti at the Tour de France into spotlight for women’s peloton
Goal: Promote women’s cycling and increase visibility of the Tour de France Femmes avec Zwift
Claim: #WatchTheFemmes
Media: Race route displays, Instagram, TikTok, Facebook
Summary: Škoda and AMV BBDO have creatively transformed crude graffiti on the Tour de France route into artistic expressions promoting the women’s peloton, aligning with their support of the Tour de France Femmes avec Zwift. By utilizing stencils designed by female artists, the campaign aims to leverage the visibility of the men's race to increase viewer engagement with women's cycling.
Škoda Converts Tour de France Route Into Support for Women’s Race
Source: https://www.media-marketing.com/vijesti/skoda-grafite-s-rute-toura-pretvara-u-podrsku-zenskoj-utrci/
Goal: Increase awareness of women's cycling
Claim: #WatchTheFemmes
Media: Instagram, TikTok, Facebook
Summary: Škoda, the official main partner of the Tour de France, has collaborated with AMV BBDO to promote the women's race by transforming offensive messages seen on the race route into illustrations supporting the Tour de France Femmes avec Zwift. Using creative stencils, they draw attention to the female peloton during the Tour, leveraging the visibility of the male race. The campaign highlights the stark contrast in audience sizes between the men's and women's races while promoting women's cycling visibility.