• by Fern Siegel , October 15, 2024

Electric vehicle company Lime has launched a national OOH campaign.

The campaign highlights the LimePass minute bundle, which offers discounted rates and unlimited free unlocks. It notes how the high price of car ownership, including gas, insurance, parking, can be lessened with a LimePass.

Lime, which offers e-scooters and e-bikes, partners with various cities to deploy electric bikes and scooters to serve any trip under five miles.

Cutwater handled media and strategy, targeting high-traffic areas. Lime produced the creative in-house.

Street-level placements run across major U.S. cities, including Washington D.C., Seattle and Chicago. The work is part of Lime's commitment to a sustainable micro-mobile future.

"The challenge: How could we create a campaign that 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 because it can be (and has been) expanded to more and more markets,” said Lime’s head of brand marketing Christian Navarro.

Lime, founded in 2017, claims to be the largest shared electric vehicle company in the world. Its site says it has prevented more than 60 million kilograms of carbon omissions and replaced 165 million car trips.

Cutwater's work includes MoneyGram, Hartz, Russell Stover and Brawny.