Škoda targets female cyclists in latest car campaign
Car brand Škoda is putting aside the much-publicised division between cyclists and drivers, by focusing on female bike riders and why they ride.
Females of various ages detail their connections to push bikes and the freedom it gives them, as Škoda contends its cars are “designed for cyclists”.
Created by PHD, Why We Ride was based on studies which show that women cycle less than men across all age groups and aims to promote the positive effects of cycling on the body.
As part of the campaign, Škoda will also partner with gyms to entice women to back into cycling as well as producing content to target mums across Australia.
Jeremy Hooper, planning director at Volkswagen Group, Škoda’s parent company, said in a statement: “Through uncovering a key insight, we have transformed what started off as a low-budget social campaign into a rich media execution which has received additional resource to further amplify the rich content.”
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