Škoda UK’s latest campaign, “Complete the Streets”, is a new initiative designed to help reconnect women with the joy of cycling. Their research found that 8 million women in the UK own bikes but only 4 million are using them.
In partnership with Strava, “Complete the Streets” invited female cyclists, both seasoned and new, to join a nationwide cycle challenge, by going on a ride and contributing to a collective map of the UK, reclaiming the roads by putting their name on every street in the UK.
Users were able to see a live progress of areas they’ve claimed, individually, and as a collective nation. Over 1 million km and 47,000 rides have been completed through this challenge.
Key Details
- When did this run? 29th August – 29th September
- How people took part: By joining the Škoda Complete the Streets Strava challenge; rides were captured on a collective map, creating a collective canvas of exercise activity
- Prizes & rewards: Participants were eligible for free coffee vouchers and cycling vouchers
- Link: https://completethestreets.co.uk/map
Why This Matters
Although nearly eight million women in the UK own bikes, only half ride them regularly. One of the biggest barriers to participation is the perception from women that cycling is a male-dominated culture which is difficult to feel like they belong in. “Complete the Streets” aims to bridge that gap by creating a supportive community and making every ride part of something bigger. Whilst hardcore challenges and unattainable feats of endurance may currently be front-page news, Škoda UK made cycling feel accessible, fun, and novel.
By taking a gamified approach to data, Škoda UK turned every kilometre into a stroke of progress, painting the streets in the most innovative way possible. From short rides in London to team adventures around remote parts of Scotland, women everywhere enjoyed everything cycling has to offer – by riding, reclaiming, and completing our streets.
Beth Manning, Creative Director, Leo UK, said: “It isn’t the first time Škoda has encouraged women to get back on their bikes and it won’t be the last. We took things up a gear this year, with a Strava-first gamified approach, putting visibility front and centre. Our mission? Get active riders seen by the ones still on the sidelines. Over a million kilometers later we proved that a clever idea and a playful execution really can go the distance.”Kirsten Stagg, Marketing Director, Škoda UK, said: “From our roots as bicycle manufacturers to over twenty years supporting the sport at the highest level, Škoda has a long history with Cycling. With Complete the Streets, we’re bringing that passion to everyone, helping women across the UK rediscover the joy of riding, feel part of a community, and make cycling accessible, fun, and inclusive for all.”
–ENDS–
For more information, please contact:
Alicia Tweedie
Senior Communications Executive
Publicis Groupe
Alicia.tweedie@publicisgroupe.com
About Leo UK: Leo UK is a creative agency that specialises in bringing the power of populist creativity to its clients. The agency brings people together from advertising, digital, social and brand activation backgrounds, united by a passion for problem solving and building brands that people love. Clients include McDonald’s, B&Q, Vodafone, TUI, and Kellogg’s. Leo UK is part of Publicis Groupe UK. www.leoburnett.co.uk • Instagram: leo.uk.agency
About Škoda UK: Škoda has long been a supporter of cycling culture in the UK, through historic grassroots activity with the DSI Academy, as well as wider sponsorship of the Tour de France and Tour de France Femmes. Beyond Cycling, Škoda are continuing to help women jump into sport through their partnership with Chelsea Women’s Football Club.
