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Lime, the world’s largest shared electrical car firm, has partnered with inventive and media company Cutwater to launch a nationwide OOH marketing campaign spotlighting the tough realities of automotive possession.
Extra Inexpensive & 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 inventive staff developed and produced the inventive belongings completely in-house. The native messaging within the content material captures how the every day struggles and hefty costs that include automotive possession—equivalent to insurance coverage, gasoline, parking, upkeep, and repairs—could be solved with the advantages of LimePass.
Lime’s Artistic Director Evan Catlett stated, “The important thing goal for this marketing campaign was to focus on the financial savings riders rating when selecting LimePass. Whereas this does imply additional 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 inventive 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 all the things else that comes with driving a automotive, or pay a fraction of the fee with a LimePass that may probably get them the place they have to be even quicker? The break up display screen remedy we utilized to the inventive 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 in regards to 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 essentially the most well-travelled. These additional 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 Christian Navarro, “What was thrilling for the staff right here at Lime – who concepted and produced the marketing campaign completely in-house – was the problem posed by the marketing campaign transient: how may we create a marketing campaign that abruptly seems like a model dialog with our riders (and potential new riders), feels extremely native to the town and group, AND showcases the worth of our LimePass providing? The place we landed was an extremely easy assemble and framework that we cherished as a result of it may be (and has been) expanded to increasingly markets.”
Lime’s Progress Continues: Micromobility Future Takes Form
Moreover, the work indicators Lime’s continued progress and dedication towards a micromobile future. It follows the latest partnership for the 2024 Paris Olympics, an initiative that supported tens of 1000’s of tourists needing transportation, in addition to the pilot packages for the most recent LimeBike and LimeGlider improvements.
By providing riders a variety of versatile choices to save cash, LimePass instantly helps Lime’s mission to create a future the place transportation is shared, reasonably priced and carbon-free.
Commuters can save on rides by downloading the Lime app on Apple and Google Play.
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