WOLF-EIKE GALLE

2013+ SKODA (brand sponsoring narrative)

Project

Škoda has been one of the most loyal sponsors in sports for decades, from cycling to ice hockey. But sponsoring alone does not build a brand. The challenge was to turn Škoda’s Tour de France activities into one coherent narrative that makes the brand more visible, relevant and emotional.

Approach

A sponsoring narrative that connects every engagement to what Škoda stands for. Instead of simply showing the logo, it tells stories of people, teams and fans, and links sponsorship, product and communication into one consistent brand experience.

Result

+9.6% sales in Germany 2014

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