TOUR DE CELEB: RIDING HIGH WITH SKODA ON CHANNEL 5
BUILDING ON SKODA’S LONG STANDING ASSOCIATION WITH CYCLING, MEDIACOM BEYOND ADVERTISING LEVERAGED A UNIQUE OPPORTUNITY WITH STV PRODUCTIONS AND CHANNEL 5 TO PRODUCE AN ORIGINAL TELEVISION SHOW COMBINING THE INTENSE RIGOUR OF PROFESSIONAL CYCLING WITH AN ENTERTAINING NARRATIVE AND A MONUMENTAL CHALLENGE FOR OUR WILLING PARTICIPANTS| January 18th, 2017
ŠKODA’s love of cycling goes back 120 years to when they started life as a cycle company. Since then their love of cycling has never wavered and they has always remained a hugely important part of their identity.
However, despite a strong presence in professional cycling and initiatives to encourage participation amongst casual cyclists, awareness of ŠKODA’s continued support and association with cycling remains low.
Our challenge was to raise awareness of ŠKODA’s love for cycling and drive main-stream appeal to their cycling relationship with a broader audience.
Mediacom Beyond Advertising (MBA) partnered with STV productions and Channel 5 to create an original AFP putting eight celebrities through their paces and challenging them with the toughest mental, physical and emotional test on TV.
To complete L’etape du Tour, a gruelling 146km of cycling through the French Alps from Megeve to Morzine; one of the genuine mountain stages of the Tour de France. The series was appropriately named Tour de Celeb.
The show follows the journey of eight celebs who are coached by cycling legends Dame Sarah Story, Rob Hayles and Asker Jeukendrup to take on this gruelling challenge.
The celebrities brave enough to take on this mammoth task were Austin Healy, Louie Spence, Jodie Kidd, Hugo Taylor, Lucy Mecklenburgh, Darren Gough, Angellica Bell and Amy Williams. Some of whom began their journey as competent cyclists and others with no experience of road cycling at all.
The show consisted of 4×1 hour long episodes broadcast in 2016. The show was met with a fantastic reception in both the broadsheet and tabloid press. Our ability to leverage on the appeal of a wide range of celebrities from both entertainment and sport meant that Tour de Celeb had an extremely broad appeal.
Going way beyond a traditional TV sponsorship, ŠKODA and MBA’s involvement in the show – from its inception to broadcast – meant that ŠKODA felt embedded into the fabric of the show rather than a retrospective badging exercise.
ŠKODA branding was fully integrated into all of the shows bespoke artwork and graphics and fully equipped ŠKODA support cars feature throughout the series and were integral to the show’s production.
To further extend the campaign, eight pieces of additional content and numerous other assets were created for social activation across ŠKODA platforms to support the new cycling platform Life on Two Wheels. Films include tutorials on bike selection, nutrition and cycling safety from the stars of the series.
MBA continues to work closely with ŠKODA bringing their cycling relationship to life with plenty of exciting work coming out of the Sport and Entertainment team in 2017.
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