Community Industry News Innovation •

Get ready y’all, It’s Time to Lime! Peek into the process.

by Emily Irgang
Public Relations Manager

Today, we launched our fall global campaign, a new evolution of “It’s Time to Lime.” The campaign builds upon last year’s inauguration of the evergreen tagline, and draws from real, organic rider testimonials that provide some of the most outrageous definitions of Lime’s value as the solution to everyday stressors.

The campaign, designed and produced entirely by our in-house creative team, showcases how riders around the world use our hardware as an antidote to a chaotic and unpredictable world. Through both routine and outrageous rider moments, these testimonials bring our core ethos to life - to build a future where transportation is shared, affordable and carbon-free – while delivering some levity in the process.

“With this new campaign we sought to evolve ‘It's Time to Lime’ to focus less on building awareness and more on driving consideration and brand love. Everything we do, day in and day out is about bringing life and purpose to the Lime brand, and this campaign positions our riders as our most vocal advocates. We feel this approach allows us to hold a mirror up to our community in how they relate to the brand, what they experience when they use our service and all the big and little ways Lime makes people's lives better, or at the very least, entertaining.” - Christian Navarro, Director of Brand Marketing at Lime

In addition to email marketing and social media via owned channels, the campaign OOH launches today across bus shelters and bus wraps in Los Angeles, subway stations in Paris and roadside ads in Oslo and Washington D.C.

Just like Lime, the campaign is global at heart, with the content hyper-local at its core. Executions play on each city’s cultural nuances in an effort to speak directly to our hometown communities. For example, in Paris, ads were placed in subway stations that read “Got the croissant and a french baguette in my Lime basket in Paris. Call me Emily.

"It's Time To Lime” unites our riders who view our e-bikes and e-scooters as a remedy to an incalculable world, whether it be the endless search for parking, needing to get to the supermarket quickly before it closes or even the existential threat of climate change. We encourage our riders to think of Lime as an extension of their daily lives.

The campaign builds on our September 2022 “It’s Time To Lime” campaign, further driving home that not only is Lime a more liberating experience to the obstacles we all confront near daily but is necessary in the broader societal shift to tackle climate change, improve street safety, and provide clean air in cities.

As part of this campaign, we wanted to create visually striking artwork on how Limes are integral parts of the city, as they can be really easily found everywhere. We decided what better way to show this than to team up with CGI expert, Timo Helgert of Vacades. Our CGI-idea plays with perspective and a bit of magic to create images that integrate Lime e-bikes into the city of Paris seamlessly.

The concept came to life during a kickoff call when Lime and Timo Helgert, known as @Vacades, discussed the main goals of why people should use an e-bike. During that conversation, three core themes consistently emerged: fun, feeling like a part of the city, and the sense of adventure.

Reflecting on Timo Helgert, known as Vacades, experiences, he realized how these themes resonated with him personally. Instead of taking the busy train or bus, he prefers to ride an e-bike or e-scooter to his meetings.

“It brings back a sense of joy and simplicity to my life, reminiscent of my childhood days. I thought about those moments when I felt carefree and just enjoyed the ride, and it brought to mind the feeling of being on a carousel, where you're fully in the moment and savoring the experience. This fun and easy sensation inspired the concept.” - Timo Helgert, known as Vacades

The big takeaway from this artwork is that micromobility is not just about finding a means to end in getting from place A to place B; it's about embracing the journey itself. The concept is rooted in the idea that we should be more mindful of the present moment, rather than constantly dwelling on the future.

Lime bikes are meant for our riders to have fun, discover hidden gems in your urban environment, and break free from the routine. The artwork Timo Helgert, known as Vacades, created aims to capture the essence of this experience—it's easy, fun, and designed to remind people to find joy in the everyday moments, whether it's commuting to work, going on a date, or simply exploring the city.
Perhaps, along the ride, they might stumble upon a charming little coffee shop or some other source of inspiration, reinforcing the idea that life is full of delightful surprises waiting to be discovered and that we can only see when we discover the city with a Lime.

This news follows our recent announcement that Lime had its best ever first half of the year, achieving more than $250 million in gross bookings, a 45% increase over the same period in 2022. Lime also achieved positive Adjusted EBITDA of $27 million during this period, the first time it has reached this milestone in the first half of any year to date, with a margin improvement of 29 percentage points. Lime also achieved positive EBITDA on an unadjusted basis during this period.

As we continue to grow in our profitability era, our financial success allows for more global campaigns with local content.

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