challenge

Lime, the electric scooter, is finally making its way to Boston. Create a mock campaign to convince 20 - 30 year-olds to download the Lime app and start riding. ​

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Strategy

Address the excitement and disruption of this new form of transportation in a fixed system, like the new kid at school. Let's disrupt the rules.   

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Solution

Lime is the new kid in town, mysterious and different, so we decided to take our audience back to their high school years - when rumor begins to spread. Personifying bikes, skateboards, and cars to see how they feel about this new kid and motivate consumers to also be curious about this new electric scooter. 

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