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 micromobility. And we can happily say that we are the lead agency for brand communication launching a campaign for German speaking Europe starting in Germany.
Our campaign is targeting Urban Optimists. Its central theme, Unlock Life, focuses 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 feature real, open-minded, fun-loving, independent locals who share their very personal stories and authentic statements.
With a hyper-local approach to messaging – because each of these cities is formed by a collection of many different communities with distinct flavor and culture – 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 interact directly with their immedi-ate environment, conveying a high degree of authenticity and sympathy.