Harsh Realities of Car Ownership

Lime, the world's largest shared electric vehicle company, has partnered with creative and media agency Cutwater to launch a national OOH campaign spotlighting the harsh realities of car ownership.

The campaign leverages witty copy and visually compelling images to spotlight the brand’s LimePass minute bundle, which offers discounted rates and unlimited free unlocks. The creative assets were developed and produced entirely in-house by Lime’s creative team. The local messaging in the content captures how the daily struggles and hefty prices that come with car ownership – such as insurance, gas, parking, maintenance, and repairs – can be solved with the benefits of LimePass.

“The key objective for this campaign was to highlight the savings riders score when choosing LimePass. While this does mean more cash in their pocket versus simply riding by the minute, savings are even steeper when compared to the misfortune of car ownership,” said Lime’s creative director, Evan Catlett. “Our creative ended up showing this choice every rider ultimately makes when leaving their home - to suffer the high cost of gas, car maintenance, insurance, parking and everything else that comes with driving a car, or pay a fraction of the cost with a LimePass that will likely get them where they need to be even faster? The split screen treatment we applied to the creative makes this choice clear and the financial savings even clearer.”

Media was strategized and executed by Cutwater. The plan boasts a robust buy of street-level placements across major U.S. cities, including Washington D.C., Seattle, and Chicago.