Lime »Unlock Life«

Description

E-scooters, the most popular micro-mobility trend today. It’s also the most competitive market segment in urban mobility. We’ve succeeded in establishing Lime throughout Germany with the integrated content campaign »Unlock Life«, which consists of portraits of real city dwellers who share their personal stories. Using humorous, local and socially relevant references, the campaign, which focused in particular on OOH & Ambient, helped make the international market leader by far the best-known e-scooter provider in Germany.

Statement of the jury

E-scooters are the urban micromobility trend of the hour. As a provider, Lime has been able to position itself Germany-wide and rise above the competition with its integrated, socially conscious »Unlock Life« campaign. Personal statements from big city residents create a high degree of proximity and authenticity. A well-chosen and internally coherent approach, which not only brings environmental friendliness to the fore, but also elemental values, such as individual freedom, grassroots activism, and experiencing a sense of community, thereby differentiating the brand.