A Guiding Idea built round Saturday, the busiest day of the week. You drive from pillar to post. Sports clubs, children's parties, weekly groceries, DIY stores, visiting relatives. Your car is used in every possible way. It’s the day when ŠKODA models really come into their own. Not only are they often the largest in their class, they also have all sorts of practical 'simply clever' solutions. Work horses rather than show ponies. 'Saturday' is a strong Guiding Idea where the focus isn’t on the car, but on the busy life of the driver. The Saturday platform is brought to life through various channels: TV, radio, online advertising, activations, the ŠKODA website and, of course, at the dealership. Furthermore, ŠKODA originally started as a bicycle manufacturer and therefor has a great love for cycling. That’s why ŠKODA has been an active sponsor of the Tour de France for years. We suggested to not just build another content platform but find a way to become really useful for the so called ’Saturday’ amateur cyclist. We developed an online tool called RouteTour based on the insight that many cyclists tend to bike the same familiar route over and over again. Professional cyclist Robert Gesink endorsed the tool and explains the audience how it works.