The idea is to give cyclists in the UK a taste of what it feels like to ride in The Tour de France without them ever needing to leave the country. We achieved this by taking the topographical ride data from all stages of The Tour de France and mapping all of this data onto over one million roads in the UK. By organising this data and building a brand new tech interface, we were able to create a desktop and mobile platform on which cyclists could search for rides anywhere in the country that matched exactly to sections of the Tour de France. This world first platform enables riders, wherever they are in the country, to find, ride and experience their own little bit of The Tour de France.

We took existing data from existing APIs to reimagine the possibilities of what can be achieved with technology. For the first time ever we combined the power of three deep publically available data sources (plus the French road data) to such a creative effect, translating publically available data into a web and mobile tool that enables cyclists to experience something completely new. Through our invented web and mobile web interface cyclists were able to search and filter rides anywhere across the UK, making their choice based on distance, difficulty and location. They could download their rides as a usable file or as written instructions, as well as see them on the on-screen map. They could also use the platform to share their found rides and experiences.

• 33,000+ Little bit of the Tour users.

• 169,964 miles cycled by participants

• Responsible for 256% increase in unique page views on the ŠKODA cycling hub YoY from Jun-Sept (17,987 > 63,597).

• 2m 28” average time spent on page LBOTT web/mobile web page.

• +46% growth in consumers aware of ŠKODA’s broader cycling involvement.

• “I like ŠKODA”: Increase by 40%.