ŠKODA - #ThisIsOurTime

Case study - Objective: Address an issue


ŠKODA is a global sponsor of the Tour de France and wanted to support the brand’s global association with professional cycling. To generate conversation, ŠKODA created a campaign designed to provoke discussions around one of professional cycling’s biggest issues (both at home and abroad) – women’s cycling.

To deliver the campaign, ŠKODA teamed up with The Telegraph as a content partner to improve the lack of coverage of women’s cycling. The campaign #ThisIsOurTime was born and started a long overdue conversation that shone a light on both the achievements and challenges of women’s cycling. During a four-month period, these stories were told across every content canvas that a modern news brand can offer – in print, digital, audio, social and video.

The campaign was seen and heard by more than 10m Brits and conversations were picked up by press outlets across the globe, delivering a global reach of 282m people. The brand also saw a 23% uplift in ‘ŠKODA is a brand that stands up for what it believes in’ and was asked by the UK government to participate in a parliamentary review on gender equality. The campaign led to a commitment by the president of the professional cycling’s governing body to create a women’s Tour de France before the end of his presidency. 

This campaign cleverly leveraged the reach, platforms and creative canvas that a news brand offers, to help effect transformative change and demonstrate the power of a brand to be a force for good. A brave campaign by ŠKODA and their agency partners supporting the shift in conversation around sport

Olivia Hendrick, Marketing Director, Hiscox