San Francisco, CA - Lime, the world's largest shared electric vehicle company, has partnered with creative and media agency Cutwater to launch a national OOH campaign spotlighting the harsh realities of car ownership.
The campaign leverages witty copy and visually compelling images to spotlight the brand’s LimePass minute bundle, which offers discounted rates and unlimited free unlocks. The creative assets were developed and produced entirely in-house by Lime’s creative team. The local messaging in the content captures how the daily struggles and hefty prices that come with car ownership – such as insurance, gas, parking, maintenance, and repairs – can be solved with the benefits of LimePass.
“The key objective for this campaign was to highlight the savings riders score when choosing LimePass”, says Lime’s Creative Director, Evan Catlett. “While this does mean more cash in their pocket versus simply riding by the minute, savings are even steeper when compared to the misfortune of car ownership. Our creative ended up showing this choice every rider ultimately makes when leaving their home - to suffer the high cost of gas, car maintenance, insurance, parking and everything else that comes with driving a car. We wanted to offer them up an enticing alternative with our LimePass where riders will pay a fraction of the cost that will get them where they need to be even faster? The split screen treatment we applied to the creative makes this choice clear and the financial savings even clearer.”
Media was strategized and executed by Cutwater. The plan boasts a robust buy of street-level placements across major U.S. cities, including Washington D.C., Seattle, and Chicago.
Cutwater Head of Media and Communications, Lizzy Ryan, adds, “Lime and Cutwater shared the same vision for opening an honest dialogue about the realities and challenges of relying on cars in cities. From a media perspective, we asked ourselves, how can we further tailor our tactics for LimePass? We identified and targeted wallscapes, posters, bulletins, and digital transit shelters that were the most well-traveled. These extra steps and attention to detail make all the difference when reaching the rider community.”
According to Lime’s Head of Brand Marketing Christian Navarro, “What was exciting for the team here at Lime - who concepted and produced the campaign entirely in-house - was the challenge posed by the campaign brief: how could we create a campaign that all at once feels like a brand conversation with our riders (and potential new riders), feels incredibly local to the city and community, AND showcases the value of our LimePass offering? Where we landed was an incredibly simple construct and framework that we loved because it can be (and has been) expanded to more and more markets.”
The work signals the brand’s continued growth and ongoing dedication toward a micromobile future. It follows the recent partnership for the 2024 Paris Olympics, an initiative that supported tens of thousands of visitors in need of transportation, as well as the pilot programs for the latest LimeBike and LimeGlider innovations.
By offering riders a range of flexible options to save money, LimePass directly supports Lime's mission to create a future where transportation is shared, affordable and carbon-free.
Commuters can save on rides by downloading the Lime app on Apple and Google Play.
Credits List:
Client: Lime
Chief Brand and Communications Officer: Carolyn Rosebrough
Head of Brand Marketing: Christian Navarro
Creative Director: Evan Catlett
Senior Brand Designer: Natalie LaPerre
Senior Brand Designer: Valerie Trisnadi
Manager, Content Development: Jeremy Greenbaum
Manager, Social Media: Amanda Karges
Marketing Manager: Megan Nikzad
Director, Global Comms: Russell Murphy
Senior Communications Manager: Jacob Tugendrajch
Global PR Manager: Emily Irgang
Agency: Cutwater
Head of Media and Communications: Lizzy Ryan
Associate Director, Media Strategy: Caitlin Delaney
Media Planner: Caitlin Camastral
Social Media:
Facebook: @cutwater
Instagram: @cutwateragency
LinkedIn: Cutwater
Facebook: Lime
Instagram: @lime
X: @limebike
LinkedIn: Lime
About Cutwater:
Cutwater is an independent creative and media agency with offices in San Francisco and New York City. Headed by advertising thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the agency prides itself on building distinctive campaigns for challenger and legacy brands alike. These have included the likes of Hartz, MoneyGram, Russell Stover, Brawny, Ray-Ban, and more. https://www.cutwateragency.com/
About Lime:
Lime's mission is to build a future where transportation is shared, affordable and carbon-free. As the world's largest provider of shared electric vehicles, Lime partners with cities to deploy electric bikes and scooters to serve any trip under five miles. A past Time Magazine 100 Most Influential Company and Fast Company Brand that Matters, Lime has powered more than 700 million rides in nearly 280 cities across five continents, spurring a new generation of clean alternatives to car ownership. Learn more at li.me
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