In 2020, the entire world was affected by the COVID-19 pandemic. It forced organisations of all kinds to rethink everything from long term strategies to day-to-day operations. It also meant that sporting events across the world were either cancelled or rearranged to comply with COVID-safe necessities. Such was the case for the world’s most famous cycling race, the Tour de France.

With the race postponed until the end of August, and fans curtailed from attending in person, official technology provider to the race, NTT Ltd., were challenged with helping Amaury Sport Organisation (A.S.O.) create a fan-focused event that prioritised a remote experience. And consequently, it forced Fifty Five and Five to rethink our paid media strategy for the race’s official technology partner.