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Lime, the world’s largest shared electrical car firm, has partnered with artistic and media company Cutwater to launch a nationwide OOH marketing campaign spotlighting the tough realities of automotive possession.
Extra Reasonably priced & Sustainable Choices with E-Bikes & E-Scooters
The marketing campaign leverages witty copy and visually compelling pictures to highlight the model’s LimePass minute bundle, which provides discounted charges and limitless free unlocks. Lime’s artistic crew developed and produced the artistic belongings completely in-house. The native messaging within the content material captures how the day by day struggles and hefty costs that include automotive possession—akin to insurance coverage, gasoline, parking, upkeep, and repairs—could be solved with the advantages of LimePass.
Lime’s Inventive Director Evan Catlett mentioned, “The important thing goal for this marketing campaign was to spotlight the financial savings riders rating when selecting LimePass. Whereas this does imply extra cash of their pocket versus merely using by the minute, financial savings are even steeper when in comparison with the misfortune of automotive possession.”
He added, “Our artistic ended up exhibiting this selection each rider finally makes when leaving their dwelling – to endure the excessive value of gasoline, automotive upkeep, insurance coverage, parking and every thing else that comes with driving a automotive, or pay a fraction of the associated fee with a LimePass that can seemingly get them the place they should be even sooner? The cut up display screen remedy we utilized to the artistic makes this selection clear and the monetary financial savings even clearer.”
Media Strategised and Executed by Cutwater
Cutwater has efficiently orchestrated a complete media technique for the marketing campaign. The plan considerably invests in street-level promoting placements throughout key U.S. cities, together with Washington D.C., Seattle, and Chicago.
Cutwater Head of Media and Communications, Lizzy Ryan, provides, “Lime and Cutwater shared the identical imaginative and prescient for opening an trustworthy dialogue concerning the realities and challenges of counting on vehicles in cities. From a media perspective, we requested ourselves, how can we additional tailor our techniques for LimePass? We recognized and focused wallscapes, posters, bulletins, and digital transit shelters that have been probably the most well-travelled. These further steps and a spotlight to element make all of the distinction when reaching the rider group.”
In line with Lime’s Head of Model Advertising and marketing Christian Navarro, “What was thrilling for the crew right here at Lime – who concepted and produced the marketing campaign completely in-house – was the problem posed by the marketing campaign temporary: how may we create a marketing campaign that unexpectedly looks like a model dialog with our riders (and potential new riders), feels extremely native to town and group, AND showcases the worth of our LimePass providing? The place we landed was an extremely easy assemble and framework that we beloved as a result of it may be (and has been) expanded to an increasing number of markets.”
Lime’s Progress Continues: Micromobility Future Takes Form
Moreover, the work indicators Lime’s continued development and dedication towards a micromobile future. It follows the current partnership for the 2024 Paris Olympics, an initiative that supported tens of hundreds of tourists needing transportation, in addition to the pilot packages for the newest LimeBike and LimeGlider improvements.
By providing riders a spread of versatile choices to economize, LimePass instantly helps Lime’s mission to create a future the place transportation is shared, inexpensive and carbon-free.
Commuters can save on rides by downloading the Lime app on Apple and Google Play.
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