Ride With Me: Empowering Women to Rediscover the Joy of Cycling

In a world where gender equality continues to be a pressing issue, the disparities in sports participation often mirror broader societal gaps. Cycling, a sport enjoyed by many, is no exception. Despite the growing number of female cyclists, a significant gender imbalance persists, with men making nearly three times as many bike rides as women. However, Škoda UK, in partnership with Leo Burnett UK, is determined to change this narrative with their new social-first campaign, Ride With Me.

Fronted by professional cyclist and Olympic medallist Elinor Barker, Ride With Me is not just another marketing campaign; it is a movement aimed at doubling the number of female cyclists in the UK. As a proud sponsor of the Tour de France Femmes avec Zwift, Škoda Auto has long been a champion of elite cycling. Now, with this campaign, they are turning their focus towards the grassroots, encouraging women to rediscover the simple yet profound joys of cycling.

Bridging the Gender Gap in Cycling

New research reveals that while almost eight million women in the UK own bikes, only half of them use them regularly. With millions of bicycles gathering dust in garages and sheds, Ride With Me seeks to bridge the gender gap in cycling by mobilizing current female cyclists to inspire their friends, family, and colleagues to join them on a ride. The campaign taps into the power of community and shared experiences, emphasizing that the best way to encourage someone to take up cycling is through the enthusiasm of a fellow rider.

The campaign's launch film encapsulates this spirit perfectly. In a 45-second clip, Elinor Barker is seen taking TV presenter Angellica Bell on a leisurely bike ride. Their conversation is light-hearted yet meaningful, as they discuss their favorite cycling routes and what motivates them to keep pedaling. Barker's passion for cycling is palpable, and her invitation to women across the UK to "discover the magic of cycling" feels both genuine and compelling.

A Social-First Approach to Community Building

The Ride With Me campaign is uniquely positioned within the digital landscape, leveraging the power of social media to reach and engage its target audience. Launched during the height of the UK's summer of sport, the campaign is designed to capitalize on the seasonal surge in outdoor activities and the increasing influence of social media platforms like Instagram and TikTok.

The use of these platforms is strategic. By sharing the campaign on Instagram and TikTok, Škoda UK and Leo Burnett UK aim to tap into the vibrant online communities that exist around fitness and outdoor activities. The campaign encourages women to participate in the #RideWithMe Strava Challenge, where they can share their cycling journeys and progress for a chance to win the "ultimate cycling bundle." This challenge not only motivates participation but also fosters a sense of community among female cyclists, making the campaign more than just a one-off marketing push.

Leading the Charge with Influencers

To further amplify the campaign's reach and impact, Škoda UK has enlisted the help of prominent cycling influencers. Chanel Dowsett, a well-known figure in the cycling world, will lead a high-profile Ride Out through London. This 20-strong peloton is more than just a promotional event; it is a statement. It symbolizes the growing movement of women who are reclaiming cycling as their own and inspiring others to do the same.

Dowsett's involvement is particularly significant. As an influencer, her reach extends beyond the traditional boundaries of cycling enthusiasts, touching the lives of those who might be new to the sport or considering getting back on the saddle after years of inactivity. By leading this ride, Dowsett embodies the campaign's message: that cycling is for everyone, regardless of experience level.

A Message That Resonates

The creative simplicity of Ride With Me is one of its strongest assets. Graham Lakeland, Creative Director for Leo Burnett UK, describes the campaign as "immediately appealing," emphasizing that the most convincing advocates for cycling are those who already love the sport. By focusing on current cyclists and encouraging them to inspire others, the campaign turns the traditional approach on its head, making it as clever as it is effective.

Kirsten Stagg, Marketing Director for Skoda UK, echoes this sentiment. She highlights Škoda's long-standing commitment to supporting women in cycling, stating that the Ride With Me campaign is about more than just increasing numbers. It's about rekindling a love for cycling, fostering a sense of community, and making the sport accessible to all women, whether they are seasoned cyclists or are just starting out.

A New Chapter for Women's Cycling

The Ride With Me campaign is more than just a marketing initiative; it is a call to action. It challenges the existing gender dynamics in cycling and invites women across the UK to rediscover the joy and freedom that comes with riding a bike. By leveraging the power of social media, community, and influential voices within the cycling world, Skoda and Leo Burnett UK have crafted a campaign that is not only original but also deeply resonant.

As the campaign gains momentum, it is poised to inspire a new generation of female cyclists, helping to close the gender gap and usher in a new chapter for women's cycling in the UK. So, whether you are a seasoned cyclist or have a bike gathering dust in your garage, it's time to heed the call: Ride With Me. The road ahead is open, and the journey promises to be extraordinary.

CREDITS

CAMPAIGN TITLE: ‘Ride With Me’

CLIENT: Škoda UK

ADVERTISING AGENCY: Leo Burnett UK

MANAGING PARTNER: Liam Hopkins

ACCOUNT DIRECTOR: Tobias Dahlhaus

SENIOR ACCOUNT MANAGER: Lona Price Jones

ACCOUNT EXECUTIVE: Charley Fryers

PLANNING PARTNER: Henry Gray

SENIOR PLANNER: Joe Crust

CREATIVE DIRECTOR: Graham Lakeland

SOCIAL CREATIVE DIRECTOR: Beth Manning