Lime is not just any scooter-sharing service. Backed by Google Ventures, Alphabet and Uber, it is the largest and one of the fastest-growing companies in the world specializing in micro-mobility. And we can happily say that we, as their lead agency for brand communication, launched a campaign for German-speaking Europe starting in Germany.
Our campaign targeted Urban Optimists. Its central theme ‘Unlock Life’ focused on the experience of individual freedom and connecting communities. So, it’s not just about getting from A to B in an efficient, enjoyable and environmentally friendly way, but also about the very personal stories that unravel in between. In a nutshell: ‘Unlock Life’ = freedom, connection, community, urban design, and joy.
The wild and large-format posters (a total of 35K in Berlin alone) and location-based films featured real, open-minded, fun-loving, independent locals who shared their very personal stories and authentic statements.
With a hyper-local approach to messaging – because each of these cities has a collection of many different communities with distinct flavors and cultures – we set out to make Lime stand out from the rest by tapping into the distinct cultural attributes of each community while connecting them at the same time. This helped create motifs that interacted directly with their immediate environment, conveying a high degree of authenticity and sympathy.
Lime riders are digital. We wanted to educate and entertain the fast-growing community with our creations for online and social media.