Zuur! Dan Lime ik wel ff.

This Brief

Lime set out to introduce over 2.000 e-bikes across 8 municipalities in the Utrecht region, turning it into the biggest service area in the Netherlands. In anticipation of this big move, Lime brought us in to create some momentum with a standout brand moment that captures public interest and earns strong media attention.

The most important for the brand was to raise brand awareness about the launch of Lime in Utrecht and surrounding areas. Beyond this, some rider acquisition would be the cherry on top…

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This Approach

Lime knew they were interested in a memorable brand activation, one that positioned the brand as the solution to the mobility challenges of Utrecht.

We started with a fact: you only notice transport when it goes wrong. Good transport feels seamless, from A to B at the touch of a button. Bad transport feels like your day is seriously ruined.

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This Result

Our campaign centres around funny and relatable situations where mobility goes wrong, from flat tires, a stolen bike, or your bus driving away without you. With the passive practicality of a true Dutchperson, you choose the wisest solution.

Zuur! Dan Lime ik wel ff…