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Top 6: July 5th 2023
Ambient
ŠKODA: A Taste of Le TourTop 6: July 5th 2023
Fallon and Skoda gave unsuspecting Sunday cyclists in Dorking an unforgettable moment, surprising them at the end of a gruelling climb with a full Tour de France finish experience. This real-life activation blew up newsfeeds on the day and will be captured through a series of social films which will go live across Facebook, Instagram and YouTube. Le Tour de France is a race like no other but unless you’re a pro-cyclist, you can only enjoy it by watching. Skoda took its historic support of the race to the next level by bringing the magic of Le Tour to a popular Sunday cycle route in the UK, letting everyday cyclists experience the exhilaration of riding in the world’s best supported cycling event. Škoda dressed the finale of the route to look exactly like a Tour stage, complete with the race director’s Škoda Enyaq, French road signs, messages of support chalked on the road, branded boards, an official finish line, and most importantly, a huge crowd of supporters to cheer cyclists on and create a Tour de France atmosphere for all. Influencers Matt Stephens and Elinor Barker were also invited to join in the fun and support with the surprise and delight element. The social-first content aims to underline Škoda’s role in bringing Le Tour de France to cycling fans: running alongside sponsorship idents on ITV until the end of Tour de France and Tour de France Femmes.
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