In Denmark, we are known for our cycling culture, where the bike plays a crucial role in the daily logistics of Danes. Our cycling habits are world-famous, and it’s something Danes take pride in and attribute great value to.
But daily cycling habits are under threat. 20% fewer bikes to school than in previous years, and 50% of 6-7-year-olds are driven by car. This is problematic because it’s during youth that good cycling habits are ingrained and carried through life.
For the Škoda brand, this is a cause. Despite being a car brand, cycling is an essential part of our DNA with sponsorships in events like the Tour de France. As the empathetic car brand, we dare to say, “Get out of the cars and onto the bikes.”
Through 25 events across Denmark, together with the Danish Cycling Union, we’ve created Škoda Children’s Tour, bringing cycling joy to children’s height that inspires and encourages new daily cycling routines.
The events have provided strong exposure, not only creating a great experience for the target audience but also serving as a channel for branding, communication, and achieving important business goals for Škoda.
