Electric-scooter rental startup Lime is taking a hyperlocal approach for its first U.S.-focused campaign targeting Los Angeles, a city famous for its exceptionally draining—and socially isolating—traffic jams.
On Monday, the brand launched “See You There,” a social, digital, out-of-home (OOH) and experiential campaign that targets key neighborhoods in the City of Angels.
Lime CMO Duke Stump says L.A., despite its 4 million citizens, has an “epidemic of isolationism.” He pins that feeling of loneliness on traffic congestion.
With creative that reads “Everyone is already here,” hand-painted murals depicting some of L.A.’s popular neighborhoods, and a number of local inclusive events, the brand is aiming to get people out of their cars and bring them together on scooters.
“Having lived in L.A., it can definitely feel isolating because you spend the vast majority of time in traffic or congestion,” says Stump, who began his role at Lime in February 2019 after working as the executive vice president of brand and community at Lululemon. “We felt like there was an opportunity to celebrate and honor how mobility and Lime actually can be a positive source of good around connection and mobility.”
Besides Stump’s own experience in L.A., the campaign came about because of an insight that one out of four Lime riders decides to hop on a scooter because of friends. The campaign itself features more individuals than scooters. The brand worked with local L.A. agencies Doubleday and Cartwright on the campaign, which runs until the end of the month. Stump wouldn’t comment on how much the brand is spending on the campaign.