June 18, 2019Filed under Print and Transport, Tourism

From June 6th, Lime, the leading French electric scooter brand, is speaking out for the first time about its riders’ behaviour. Unlike the USA, the France has seen rising tension over electric scooter users’ bad behaviour that has led to negative media coverage. With a lighthearted print campaign, Lime is changing the conversation and encouraging its riders to behave more responsibly.

As the electric scooter situation in Paris comes to a head, and anti-scooter measures on the rise, Lime, the French market leader, wants to set an example and is repositionning as a mature and responsible urban mobility leader.

“Sh*tty scooters!”, “Scooters really p*ss me off” and “These scooters are such a f*cking pain”. Who’s hasn’t heard this as an electric scooter whizzes past, despite them being immensely popular with many French consumers?

Even though 1 in 10 Parisians use them already, and 1 in 4 intend to in the future, there is clearly a lobby that doesn’t appreciate electric scooters in the capital. In response to this negative feeling, Lime has felt compelled to educate its users and encourage better behaviour on the roads.

Advertising Agency:Buzzman, France
Vice President:Thomas Granger
Managing Director:Julien Levilain
Copywriter:Lilian Moine
Artistic Director:Margaux Hontang
Business Director:Laura Quilès
Head Of Strategic Planning:Clément Scherrer
Planner:Laëtitia Mulinazzi
Pr Communication Manager:Paul Renaudineau
Head Of Production:Vanessa Barbel
Print Production:Fany Maupou, Assistant Charlotte Chadeau
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