While the pros were touring, we invited the nation to start drawing.
Škoda are not an elite performance brand. We position ourselves as being fun, playful and champions of the everyday. However, we are the official sponsors of the Tour de France; a fierce competition steeped in seriousness. Our challenge was to activate our sponsorship in a way that felt authentic for our playful brand, yet still got us noticed and appreciated by the die-hard cycling community.
Our ambition was to turn the Tour de France into a moment where British cyclists could rediscover the inherent fun of cycling. Doing this in the very space where cyclists are at their most serious. Strava. The plan was to hack Strava during the Tour de France, transforming the app from a serious tool into a playful experience.
We launched ‘Draw de France’, a Strava-first campaign that encouraged cyclists to create Strava art—using GPS tracking to draw Tour de France-inspired images like baguettes or the Eiffel Tower during their rides.
Participants shared their Strava art as part of a Škoda challenge, which was promoted across Instagram and TikTok. We recruited renowned Strava Artists like @nico.georgiou and @Strav.art to spread the challenge further.
54,144 Participants took to their bikes as part of the challenge, with 1,661 submitting artwork. One of the artworks even ended up on the BBC!
