| Title | MEET THE VÉLO FAMILY |
| Brand | ŠKODA AUTO A.S. |
| Product/Service | ŠKODA FOR TOUR DE FRANCE 2016 |
| Category |
D02. Sponsorship & Partnerships |
|
Entrant
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FALLON PRAHA Prague, CZECH REPUBLIC
|
|
Idea Creation
|
FALLON PRAHA Prague, CZECH REPUBLIC
|
Credits
| Colin Lamberton |
Fallon Prague |
Executive Creative Director |
| Andreas von Loeper |
Fallon Prague |
Managing Director |
| Jeremie Bertolino |
Fallon Prague |
Client Service Director |
| Juraj Rothenbühler |
ŠKODA Auto a.s. |
Expert Coordinator of Production |
| Stefan Büscher |
ŠKODA Auto a.s. |
Head of Marketing and Product |
| Thanh Vu Tran |
ŠKODA Auto a.s. |
Head of Communication Content |
| Nicole Lypinska |
Fallon Prague |
Art Director |
| Wojtek Kowalik |
Fallon Prague |
Copywriter |
| Giulio De Blasio |
Mustard |
Director - online documentary content |
| Jan J. Filip |
Mustard |
Director of photography - online documentary content |
| Ondrej Votocek |
Mustard |
Producer - online documentary content |
| Jan Kořán |
Mustard |
Chief Editor - online documentary content |
| Milan Dědek |
ŠKODA Auto a.s. |
Brand Management, Communication & Engagement |
| Josef Matějovič |
ŠKODA Auto a.s. |
Brand Management, Communication & Engagement |
| Eva Hurtová |
ŠKODA Auto a.s. |
Brand Management, Communication & Engagement |
The Campaign
‘The Vélo Family’ was a worldwide celebration of all types of cyclists. We created 21 characters based on types of riders and devised a fully-integrated campaign around them.
Campaign Success
The Vélo Family appeared in a TVC, in several TV idents, in three mini-documentaries, in personality tests, quizzes and online competitions and many more. The Vélo Family made Le Tour de France 2016 feel like a giant cycling family reunion.
Describe the success of the promotion with both client and consumer including some quantifiable results
47 600 000 media impressions
530 000 unique website visitors
3.5 minutes average time spent online
2 300 000 video views
114 000 online contest participations
42 000 people took our personality test
11 794 newsletter subscriptions
Explain why the method of promotion was most relevant to the product or service
The “Meet the Vélo Family” 360° campaign gave rational and emotional context to ŠKODA’s Tour de France sponsorship and provided relevant engagement opportunities that led to a dramatic increase in brand awareness and fan engagement.
ŠKODA was born in bikes 121 years ago. Cycling is in our DNA, that is why we are supporting everyone who is sharing cycling passion with us.