Škoda Denmark made the most of its international Tour de France sponsorship to deliver impactful local results in Denmark. The campaign was built on the insight that Danes dream of being part of the Tour, either as participants or spectators.
The objective was to connect the product with the sponsorship, which successfully strengthened the emotional and digital bond between Škoda and its target audience.
Through a 360-degree activation of the sponsorship – including digital campaigns, hospitality prizes, and a brand-focused TVC – Škoda succeeded in increasing ad awareness from 7.8% to 13.1%.
The campaign generated 30,000 leads, of which 2,200 resulted in test drives of the electric vehicle Enyaq. Ultimately, the Enyaq became the best-selling car in Denmark in August 2024.
