Despite being an international automotive manufacturer, cycling is in ŠKODA’s DNA. As a sponsor of the Women’s Tour cycling race which was unable to take place in person due to the pandemic, the Women’s Tour organisers created the world’s first virtual stage race for women. It made perfect sense for ŠKODA to play its part in keeping the sport alive.
With the support of Ogilvy, live from the living room generated three times more Instagram Lives post-race days, with guest interviews generating over 40,000 views, and audience engagement through reactions, insights, and questions.
The ŠKODA V-Women’s Tour had a positive impact on overall social sentiment, as favourable mentions were up 10% for the period, and negative sentiment decreased by 72%.