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160524 ŠKODA anti-bike-theft campaign wins awards

160524 ŠKODA anti-bike-theft campaign wins awards

ŠKODA Media Services:
http://media.skoda-auto.com, media@skoda-auto.cz
ŠKODA AUTO a.s., Tř. V. Klementa 869,
293 60 Mladá Boleslav, Czech Republic

Press Release, Page 1 of 2

ŠKODA anti-bike-theft campaign wins awards

› The viral campaign from ŠKODA’s online cycling magazine ‘We Love Cycling’,
receives the ‘Wooden Pencil’ at the prestigious British D&AD Awards
› ŠKODA video awarded the prize for ‘Best Use of Video Content’ by Digiday in
New York
› Czech Art Directors Club awards the campaign several top spots

New York/London/Mladá Boleslav, 24 May 2016 – The campaign from ŠKODA’s
online cycling magazine ‘We Love Cycling’, has received several awards for its
creativity in combatting bicycle theft. As well as the Czech Art Directors Club’s
ADC Creative Awards, the video about the ‘European Bike Stealing
Championship 2015’ also took home the British D&AD’s ‘Wooden Pencil’ and
won Digiday’s category for ‘Best Use of Video Content’ in New York.

“We are very pleased with these awards,” said Stefan Büscher, Head of Marketing and
Product at ŠKODA. “The great success of this viral video demonstrates that we were right
in deciding to explore new avenues and implement fresh ideas into our customer
communications,” Büscher continued.

The video, titled ‘European Bike Stealing Championship 2015’, went viral in autumn last
year. It uses humour to raise awareness about bike theft throughout Europe. Mustard, a
Prague-based content agency, is responsible for the campaign, which received more than
three million views worldwide.

The annual presentation of the D&AD Awards forms the highlight of the ‘Design and Art
Direction’ association’s international marketing festival. ŠKODA’s video has been awarded
the ‘Wooden Pencil’ at this year’s festival.

Innovative and groundbreaking content from all over the world is honoured at the annual
Digiday Content Marketing Awards in New York – just like the ‘European Bike
Stealing Championship 2015’ viral campaign.

Each year, the Czech Art Directors Club awards the prestigious ADC Creative Awards to
particularly creative advertising agencies. For a long time, the prize was called
‘Louskáček’ – in English: ‘nutcracker’. This year, the anti-bike-theft campaign from ‘We
Love Cycling’ and ŠKODA took home several of the top prizes: as well as the coveted
‘Grand Prix’ title, the jury also awarded the online cycling magazine’s video the gold
medal for the best online film as well as the bronze medal in the ‘Branded Content’
category.

With the prize-winning ‘European Bike Stealing Championship 2015’ viral video and
numerous articles, ‘We Love Cycling’ aimed to raise awareness among bike owners
throughout Europe of the problem of bike theft and to encourage a debate on the

ŠKODA Media Services:
http://media.skoda-auto.com, media@skoda-auto.cz
ŠKODA AUTO a.s., Tř. V. Klementa 869,
293 60 Mladá Boleslav, Czech Republic

Press Release, Page 2 of 2

subject. For the entertaining video, three bikes were set as bait in Prague, Amsterdam
and Rome. Thieves, who just couldn’t resist the temptation, were filmed by a hidden
camera. The pilferers were in for a surprise: as soon as they laid their hands on someone
else’s property, a band appeared out of nowhere and struck up a fanfare. The puzzled
reaction of the small-time criminals was very entertaining to the video’s three million
viewers. The live commentary and running clock added to the excitement: it showed in
which of the three European cities the bike was stolen first. The video skilfully used
elements of live sports reporting, as well as elements of reality TV shows.

With ‘We Love Cycling’, ŠKODA offers active cyclists a modern and diverse online
magazine with fascinating stories about bikes. Furthermore, the online community
facilitates a lively exchange of views and discussions about specialist topics. The
‘European Bike Stealing Championship 2015’ is available to watch online.

Further information:
Jozef Baláž, Corporate Communications Tomáš Kubík, Corporate Communications
T +420 326 811 773 T +420 326 811 749
jozef.balaz@skoda-auto.cz tomas.kubik@skoda-auto.cz

Video:

Video: European Bike Stealing Championship
2015
The ‘European Bike Stealing Championship 2015’
video went viral in the autumn of 2015. It uses
humour to raise awareness about bike theft
throughout Europe.

Download Source: welovecycling.com

ŠKODA AUTO
› is one of the longest-established vehicle manufacturers in the world. The company was founded in the
Czech town of Mladá Boleslav in 1895 – during the pioneering days of the automobile. Today, the
company’s headquarters remain in Mladá Boleslav.
› currently offers the following model series: Citigo, Fabia, Rapid, Octavia, Yeti and Superb.
› in 2015 delivered more than 1 million vehicles to customers worldwide in more than 100 markets.
› has been part of Volkswagen Group since 1991. ŠKODA, in association with the Group, independently
manufactures and develops vehicles as well as components such as engines and gear transmissions.
› operates at three locations in the Czech Republic; produces in China, Russia, Slovakia and India mainly
through Group partnerships, as well as in Ukraine and Kazakhstan with local partners.
› employs over 26,600 people globally.