Foundry gets Lime rolling as lead agency

The central theme of the campaign, under the motto "Unlock Life," targets urban optimists and focuses on experiencing individual freedom and connecting communities. So it's not just about getting from A to B in an efficient and environmentally friendly way, but also about the very personal stories of individual users. In a nutshell: Unlock Life = freedom, connection, community, urban design and joy.

No other place hosts as many people as a city. Berlin, Hamburg, Munich, Frankfurt and Cologne are home to millions of residents who experience interesting and inspiring things every day. Why make up stories when we have millions of real, amazing stories to choose from?

Foundry has set itself the goal of utilizing and highlighting the different qualities and characteristics of the respective location. In intensive collaboration with the young Swiss photographer and director Dylan Moore, hyperlocal motifs were created that interact directly with their immediate surroundings and convey a high degree of authenticity and sympathy.

Thousands of wild posters (35,000 in total in Berlin alone), numerous location-based hyperlocals 18/1 show real, open-minded, fun-loving, independent and original people telling their very personal stories and sharing authentic statements. In September, another serve follows with films.

Together with Lime, Foundry Relations was also responsible for brand PR communication. Martin Reichlin, a journalist and media spokesman of many years' standing, is in charge of press relations for Lime in Germany. He has already initiated numerous collaborations for Lime with ARD, Die Zeit, Tagesspiegel and Bento, among others.

Roman Balzan, EMEA Brand Lead at Lime: "The hyperlocal communications approach developed by Foundry will be rolled out in German cities - starting with Berlin, Munich, Hamburg, Cologne - in each case in customized implementations for the launch and will also serve as a marketing blueprint for other cities."

Before the campaign started, the first task was to educate people about the product itself. This included how to use the app and, more importantly, how to drive an e-scooter safely. To this end, an e-scooter parade was organized through the German capital. At the beginning, Lime employees explained everything about the product and its safe handling to the participants. Afterwards, the participants went by rally to the main event, the First Ride Festival on the Haubentaucher grounds in Friedrichshain.

In the heart of Berlin, a big party was celebrated afterwards with local DJs, hundreds of e-scooters, lime drinks and frozen yogurts from the restaurant Schwarze Heidi. To cool down, the huge pool was also available to all guests. The festival itself was a successful combination of fun and training. Each participant received a free design helmet, which was customized by graffiti artists on request.

But even beyond the kick-off event, safety is a top priority at Lime. With the "First Ride driving training courses" organized and conducted by Foundry, the company offers its users regular driving safety courses in all major cities. This free offer has not only been very well received, but has also received extremely favorable coverage from local and national media. Thus, coverage ranges from the Hamburger Abendblatt to RTL Nord and Die Welt to WDR, B.Z. and Spiegel.

Duke Stump, CMO of Lime (formerly Lululemon and Nike): "Inspiring people, inspiring ideas, an inspiring campaign. Foundry convinced us from the very beginning."

Swiss Sacha Moser, Founder & Creative Lead at Foundry: "We are incredibly proud and happy to make such a difference with such a sought-after and innovative brand. Our client partner really knows how to unleash successful strategies, creativity and execution."