Škoda takes the electric jersey
Brandhouse put Škoda at the front of the peloton and had the Danes cheering for their top electric model when the Tour de France hit Danish soil. The brand was strengthened, permissions were collected and 479 new Škodas are already on the road.
PART OF THE TOUR
Although it was the 19th year in a row that Škoda was the international sponsor of the Tour de France, last year was something special – three stages on Danish soil and a Danish rider with great chances of winning. With an omnichannel mindset and extensive digital activation, we drove traffic to dealerships, generated lots of valuable PR and put the top model Enyaq on the podium as the best-selling electric car in Denmark.
With Part of the Tour, Škoda’s sponsorship of the Tour de France took on a whole new reach and the campaign transcended the norms of traditional car marketing. We achieved everything and more. An important element of car marketing is identifying and communicating with the small group of car buyers that are currently in the market. In the few months they’re in the market for a new car, the task is to convert brand awareness into digital interaction, dealership visits and, ultimately, a sale. And the campaign has by no means returned to the garage…
Results
A selection from the prize shelf: 479 Škodas sold, the Enyaq became the best-selling electric car in Denmark and access to 31,000 electrified car dreams.
