Content featuring female cyclists the centrepiece of latest ŠKODA ‘Why We Ride’ campaign via PHD
ŠKODA Australia has launched ‘Why WE Ride’, its latest campaign via media agency PHD Australia, Sydney.
ŠKODA will be partnering with VMO’s gym network across the nation to empower women to get into cycling. One of the groups that have the biggest unfilled potential for cycling are women. Studies show that women tend to cycle much less than men across all age groups.
Content featuring female cyclists will promote the positive effects of cycling on our body and minds which aim to entice women to get back on the saddle. Through a partnership with VMO Active’s gym network (via Fitness First, Fernwood Fitness, Goodlife health clubs, Fit n Fast & Belgravia health & leisure), decals will be tactically placed across spin studios and kids creche doors to reach mums specifically.
To drive further exposure ŠKODA will also have a presence across Val Morgan Outdoor Active TV and digital screen network across the various gyms. Editorial content which will demonstrate the benefits of cycling will be provided through the lense of Cycling Mums Australia who have recently partnered with ŠKODA as ambassadors for the brand.
Over 120 years ago ŠKODA started life as a cycle company. Cycling has remained important to the brand and it has honoured that heritage ever since. Why We Ride in addition to ŠKODA’s 10 year Tour de France sponsorship (which commenced 7th July) further substantiates ŠKODA’s passion and commitment in cycling.
Says Jeremy Hooper Planning Director VWG: “Through uncovering a key insight, we have transformed what started off as a low budget social campaign into a rich media execution which has received additional resource to further amplify the rich content.”