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ŠKODA — We Love Cycling
Project type
Digital
Location
Prague, Czech Republic
Role
Founding Editor & Lead Digital Strategist
Industry
Auto
Outcome
We Love Cycling grew into one of ŠKODA’s most successful global brand communities — proof that when a brand tells real stories with wit and bravery, people ride along for the journey.
We Love Cycling began as ŠKODA’s digital community for riders — from commuters to pros — uniting a love of bikes with the brand’s long-standing Tour de France heritage. As one of the founding editors, I helped build the platform’s voice and content strategy from the ground up, establishing its mix of entertainment, insight, and real-world cycling culture.
The European Bike Stealing Championship (2015) To dramatise the scale of bike theft in Europe, we turned the problem into a behavioural experiment — and a social media event. Concept: three bait bikes, three European capitals (Prague, Amsterdam, Rome). Hidden cameras captured every attempted theft, with live commentary and a brass band surprise for the would-be “winners.” Execution: Full creative and social strategy leadership, from concept to platform roll-out. Coordinated local production teams and digital amplification across ŠKODA’s owned and partner channels. Developed narrative and influencer seeding plan to trigger viral lift.
Awards: D&AD Wooden Pencil, Digiday “Best Use of Video Content”, multiple ADC Creative Awards.
ŠKODA achieved one of its highest-ever engagement and reach records, setting a benchmark for behavioural storytelling in automotive social marketing.
