Škoda has been a loyal supporter of cycling for many years. For the Belgian cycling races, we wanted to further strengthen this bond with a visible and surprising activation that would engage both active and passive cycling fans.

During Belgium’s most popular cycling races, we launched an eye-catching activation perfectly aligned with the #WeLoveCycling campaign.

We created an experience zone where fans, young and old, could truly feel like part of “the biggest cycling family.”

Visitors could ‘charge’ the new Škoda car by playing a modern shuffleboard game & test their reflexes by catching water bottles in a fun reaction game. Naturally, Škoda took center stage as the brand partner that understands and supports Belgium’s cycling heart.

The activation was a huge success, attracting hundreds of visitors on-site!
We spontaneously boosted brand awareness and reaffirmed Škoda as the loyal supporter of the big cycling family and everyday explorers.

The activation directly contributed to the objectives of emotional brand association and brand likeability, exactly as intended within the #WeLoveCycling strategy.