Czech car brand Skoda is hoping to inspire women across the UK to take up cycling this summer by enlisting Olympic cyclist Elinor Barker for a new social-first campaign.
Developed in partnership with creative agency Leo Burnett UK, ‘Ride With Me’ will see the four-time Olympic medallist kick-start a mission to double the number of female cyclists in the UK.
The automotive brand’s campaign is inspired by the insight that although almost eight million women own bikes in the UK, only four million regularly ride them, with a 45-second film aiming to capitalise on an eventful summer of sport to supercharge participation.
“The creative simplicity of Ride With Me is immediately appealing,” said Leo Burnett UK creative director, Graham Lakeland.
“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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Set to run across Instagram and TikTok, the Skoda campaign will also feature a #RideWithMe Strava Challenge for the chance to win an ‘ultimate cycling bundle’ as well influencer activity with Chanel Dowcett, who will lead a high-profile ‘Ride Out’ through London.
Skoda UK marketing director, Kirsten Stagg added: “Škoda has supported elite cycling for over twenty years, and in the UK, we have been committed to empowering women in the sport for nearly a decade.
“The ‘Ride With Me’ 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.”
