LONDON, UK — Creative Agency Leo Burnett Great Britain and vehicle brand Škoda UK have launched ‘Ride With Me’, a new social-first campaign to encourage women across the UK to start cycling this summer.
Škoda Auto, proud sponsor of the Tour de France women with Zwiftaims to double the number of female cyclists in the UK. New research shows that while almost eight million women in the UK own a bike, only four million ride it regularly. There is also a significant gender imbalance, with men cycling almost three times as often as women. With so many bikes gathering dust, Ride With Me is trying to bridge the gender gap in cycling by mobilising current female cyclists to inspire their friends and family to get back on their bikes and join them on a ride that rediscovers the joy of cycling.
Aimed at both cycling enthusiasts and beginners, the 45-second launch film features Olympian and Paris 2024 bronze medalist Elinor Barker taking TV presenter Angellica Bell on a bike ride. The pair talk about their favourite cycling routes and what motivates them to cycle. The hero spot is accompanied by a call to action in which Barker encourages women to discover the magic of cycling and get on their bikes to ride with a friend, family member or colleague.
Launched at the height of the British sporting summer, ‘Ride With Me’ will run on Instagram and TikTok. The campaign also includes a #RideWithMe The Strava Challenge encourages participants to share their rides and progress for a chance to win the “ultimate cycling package.”
Cycling influencer Chanel Dowsett will lead a high-profile ride out through London to further advance the movementThis 20-person peloton aims to raise awareness and inspire women across the city to join the cycling revolution.
Graham Lakeland, Creative Director for Leo Burnett UKsaid: “The creative simplicity of Ride With Me is immediately appealing. No one will make a more compelling argument for trying cycling than someone who is already a passionate cyclist. So turning the issue on its head and talking to cyclists rather than non-cyclists is as clever as it is effective.”
Kirsten Stagg, Marketing Director for Škoda UK, added: “Škoda has supported elite cycling for over twenty years and in the UK we have been committed to empowering women in sport for almost a decade. The Ride With Me campaign is an engaging, creative way to encourage women to get involved in cycling at a grassroots level. It’s about the love of getting out on your bike and finding community, whether you haven’t ridden for years or are taking it on for the first time.”
CREDITS:
CAMPAIGN TITLE: “Ride With Me”
CUSTOMER: Škoda UK
ADVERTISING AGENCY: Leo Burnett UK
MANAGING DIRECTOR: Liam Hopkins
ACCOUNT DIRECTOR: Tobias Dahlhaus
SENIOR ACCOUNT MANAGER: Lona Price Jones
CUSTOMER AREA: Charley Fryers
PLANNING PARTNER: Henry Gray
SENIOR PLANNER: Joe Crust
CREATIVE DIRECTOR: Graham Lakeland
SOCIAL CREATIVE DIRECTOR: Beth Manning
CREATIVE: Clementina de Ruiter
CREATIVE: Anna Wilkins
MEDIA BUYING AGENCY: PHD
MEDIA PLANNER: Naomi Flaherty
PRODUCTION COMPANY: Prodigious
DIRECTOR: Yianis Andrikidis
PRODUCER: Emily Slupecka
EDITOR: Daniel West
Camera: Dominic Hinde
Camera: Charles Mori
POST-PRODUCTION COMPANY: Prodigious
POSTPRODUCER: Hannah Gant
COLOURIST: Matty Lee-Redman
Head of Motion Design: Karolina Alvekrans
AUDIO POST PRODUCTION COMPANY: Prodigious
SOUND DESIGN AND MIX: Michael Powell
PHOTOGRAPHER: Scott Cross
ŠKODA MARKETING DIRECTOR: Kirsten Stagg
ŠKODA NATIONAL COMMS MANAGER: Peter McLeod
ŠKODA Social Media Manager: Jess Charles
