Little bit of the tour
By Skoda
Details
Advertiser
- Skoda, a Czech car manufacturer, subsidiary of the Volkswagen group
Objective / insight
- Skoda was founded 120 years ago as a bike manufacturer
- Since then, it has become an international car brand, which has to differentiate itself from many competitors in a large number of countries, including the UK.
- To do so, Skoda decided to focus its marketing efforts on bike lovers.
Implemented strategy
- Instead of launching traditional marketing campaigns, Skoda chose to develop a free service: people visiting their website could choose a stage of the tour de France and find a similar route (in terms of number of kilometers, gradients, etc.) near their home according to matching algorithms
- The service was developed through a platform available directly from Skoda’s website.
Technology implemented
- Millions of British roads have been analysed to form large databases
- Matching algorithms have been created to compare the 21 stages of the last Tour de France with millions of roads in the UK
- An online platform on Skoda’s website was made available to the public
Results
- 33 000 unique users
- 3 million media impressions
- 40% increase in brand awareness
