Building the No. 1 Micromobility Brand

Context

Lime, backed by Google Ventures and Uber, chose Foundry to launch the brand in major German cities, then shape its rollout as micromobility opened up in other global markets. The opportunity was bigger than awareness: turn a fast-scaling scooter service into a brand people wanted in their cities, then build the foundation for growth beyond Germany.

Approach

Together with global CMO Duke Stump, previously at Nike and lululemon, Foundry created Unlock Life, a hyperlocal launch system tailored city by city, from Berlin to Munich, Hamburg and beyond. We built the strategy, messaging and assets across OOH, digital, film and social to scale from local relevance to international rollout.

Outcome

Foundry made Lime the best-known micromobility brand and turned the market entry in Germany into a global blueprint. Foundry’s strategy and assets informed rollout across Europe and beyond, earning German Brand Award Best of Best and Gold.

Hyperlocal Stories, Citywide Reach

From Kreuzberg to St. Pauli, each poster and video spoke in the local dialect of its neighborhood—turning Lime’s rollout into a celebration of community quirks and urban culture.

A Digital Hub for Rider Stories

Alongside the street-level campaign, we created a campaign microsite that echoed Lime’s hyperlocal, human tone. Designed for speed, clarity, and mobile-first engagement, the site showcased real rider stories, featured custom campaign content by city, and connected directly to Lime’s app—turning curiosity into clicks, and clicks into rides.

Roman Balzan

Marketing Lead EMEA

"Foundry helped Lime become one of the fastest-growing micromobility companies in the world. As lead agency, Foundry launched the brand in Europe and created the global blueprint and assets for many international markets — from Korea to Brazil — through a super hyper-local approach."

Building the No. 1 Micromobility Brand

Hyperlocal Stories, Citywide Reach

A Digital Hub for Rider Stories

After just six months, Lime was the clear leader with 55 % spontaneous brand awareness.

Success stories. With proven results.