From June, Lime, the leading French electric scooter brand, is speaking out for the first time about its riders’ behaviour.
France, like many other places, has seen rising tension over electric scooter users’ bad behaviour, which has led to negative media coverage. Using the typical complaints voiced by annoyed non-Limers, this campaign serves to remind scooter users of proper etiquette.
"Lime is changing the conversation and encouraging its riders to behave more responsibly."
“Sh*tty scooters!”, “Scooters really p*ss me off” and “These scooters are such a f*cking pain”. Who’s hasn’t heard this as an electric scooter whizzes past, despite them being immensely popular with many French consumers?
Even though 1 in 10 Parisians use them already, and 1 in 4 intend to in the future, there is clearly a lobby that doesn’t appreciate electric scooters in the capital. In response to this negative feeling, Lime has felt compelled to educate its users and encourage better behaviour on the roads.
The brand hopes to prove to its detractors that it understands their pain, and that Lime is keen to discourage any bad behaviour : the brand is launching a persuasive print campaign from the 6th June in Paris, followed by all of Metropolitan France.
I would say, good for them, but I fear the issue runs a lot deeper than just some poor parkers. I was assaulted by a Lime rider last year, he took umbrage to me explaining that sidewalk-riding was actually against the law where we were and decided to wield the scooter as a weapon chasing me into the nearest safe harbour. After countless hours contacting Lime for the rider's information, I had to give up my attempt of filing a police report which required this information. Eight months later Lime contacted me by email to ask if the issue had been resolved. You can make a great looking campaign, but the fish rots from the head.
President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Copywriter Lilian Moine
Artistic Director Margaux Hontang
Business Director Laura Quiles
Head of Strategic Planning Clément Scherrer
Planner Laëtitia Mulinazzi
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Head of Production Vanessa Barbel
Print Production Fany Maupou
Print Production Assistant Charlotte Chadeau