Lime Respect the Ride
Lime
The Client
56,647,374
Out of home impressions
75,000+, more than three times Lime’s goal
Readers signing the “Respect the Ride” pledge
250,000
Free Lime helmets given away
Lime Helmets Give Away
With the slogan “Ride Green,” Lime is an e-scooter and e-bike sharing company that bills itself as offering “micro-mobility solutions.” The scooters are designed to be a convenient, eco-friendly alternative for short trips, helping people navigate cities in a quick and cost-effective way. Lime scooters primarily target urban dwellers looking for last-mile transportation solutions. The main demographic targets include young adults, tech-savvy and eco-conscious people, tourists and visitors, typically in cities with high populations of millennials, young professionals and tourists.
Promoting the ‘Respect the Ride’ campaign
Lime wanted to publicize its new “Respect the Ride” campaign, which employed a multi-pronged approach to rider education to give its community resources to make each smart mobility trip a safe, enjoyable experience. The campaign asked people to commit to riding safely, including abiding by local traffic laws and parking properly. The first 25,000 riders to sign the pledge received free Lime helmets for showing their support.
A mighty fast turnaround time
Lime decided to run this campaign at the last minute, which gave us very little time to reserve the space and develop the creative.
Using numerous media across 8 markets
With little time to deploy, we decided on a multi-channel local advertising campaign, including digital out of home, billboards, transit ads and Wild Posting® reminding riders to wear helmets, abide by local laws, park responsibly and stay aware of their surroundings when riding. We targeted hotspots in eight markets where Lime is used.
Connecting with Lime followers
Lime posted about the campaign on its Instagram feed, which has nearly 78,000 followers.
Using our contacts to reserve space quickly
We immediately reached out to our many existing OOH vendor contacts to secure the space, and we ended up booking it all in time, a major win with such a short turnaround and so many media placements.
The campaign ran in eight markets: Dallas, Denver, Los Angeles, Nashville, Oakland, Portland, Columbus and San Diego.
More than 1 million impressions generated
Even with targeting limited within those states, we generated 1,094,845 impressions and 32,998 clicks.
Creativity pays off when you need to stay flexible
This campaign is a good example of figuring out an advertising solution when obstacles can prevent you from tracking your overall goal. In this case, our goal was sales, but we weren’t able to set up tracking to measure that. Still, despite that hurdle and the keyword restrictions, we achieved impressive metrics that delighted the client.
“The median age of our employees is late 20s. They are the exact demographic Lime was looking to connect with, so we had a really good idea of how and where to reach those young adults.” Gino Sesto, founder & CEO, DASH TWO
Gino Sesto, Founder & CEO, DASH TWO
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