Lime Bike is a US-based sharing service provider offering e-scooters and e-bikes. The brand was founded in 2017, and Lime has been available here in Germany since 2018. In the 16 cities where it now operates, the e-scooters have become an indispensable part of the cityscape. Lime stands forthesustainable, door-to-door transport solution for urban environments. Available at any time, maximally flexible, and cost-effective. And true to the motto "the journey is the destination," Lime simply makes getting from A to B fun.
Fresh, eye-catching creatives
To start, we asked ourselves a few key questions to develop a cohesive campaign concept:
1. What does Lime stand for?
Lime stands for getting from A to B quickly and independently. The scooters can be used, for example, for trips to university, work, or meeting up with friends—serving as an alternative to cars or public transport.
2. Who is our target audience?People living in cities where Lime scooters are available. They also need a smartphone to use the Lime app, which is required to rent the scooters. Young people, in particular, enjoy trying out new mobility solutions.
3. How do we best reach this target audience?Through fun and entertaining videos. Ideally, tailored specifically to each city for maximum attention.
The concept:This led to a campaign consisting of several videos in which we pitted the Lime scooter directly against its alternatives: e.g., Lime vs. car, or Lime vs. public transport.
The challenge was to get from Marienplatz in Munich to the Isar river as quickly as possible. By car, we were stuck in traffic, and searching for parking in Munich's city center naturally took time. And because the subway doesn't always run exactly when you need it, and we had to walk to and from the station, the scooter clearly won in both cases.
The ads were deployed via Facebook, Instagram, and TikTok. After generating initial results, the videos were optimized several times to achieve the best possible performance.
