“Why do you Lime bike?” Lime champions Melbourne riders in latest brand campaign
Lime has taken its latest ‘Why do you Lime bike?’ campaign to the streets, showcasing the stories of its users through the lens of its iconic green baskets.
The campaign is spearheaded by head of brand marketing at Lime Christian Navarro, who sought to identify and embrace true ‘Melb-core’ and the role that Lime plays in it.
Through a unique look into the lives of 12 riders, the campaign highlights the stories and motivations that drive the Lime community. It was inspired by frequent social media posts of riders sharing their journeys with Lime bikes, offering a behind the scenes view of riders’ experiences.
Navarro said that each image serves as a window into a different rider’s life which brings a more human element to the marketing campaign: “We believe every person’s story is worth celebrating and ‘Why do you Lime bike?’ is our way of amplifying these voices and connecting our local Melbourne rider stories to a broader audience.
“The campaign’s visual approach places viewers in the rider’s seat, delivering a first-person perspective of Lime’s bike baskets. Featuring bespoke copy and imagery tailored to specific locations and rider profiles, the campaign emphasises the community-focused spirit of Lime’s brand.
“Riders frequently tag us on social media with images of their bike baskets filled with everything from groceries to work supplies, each one adding a personal touch to our brand story.
“We’ve done the research and understand why Melburnians are riding. These baskets showcase the most popular case studies that we have found to use Lime.”
People will see them around Melbourne’s hottest spots, including Melbourne Central, Flinders Street Station and City Road.
The ‘Why do you Lime bike?’ campaign also coincides with Lime recently announcing plans to invest more than $55 million in expanding its global e-bike presence, with over 30,000 new bikes set to roll out across Australia, North America and Europe. This significant investment reflects Lime’s commitment to sustainability and its vision for a cleaner, greener urban landscape worldwide.
Lime invites its community to share their unique journeys, fueling a movement towards greater accessibility, sustainability and connection in cities across the globe.
Client: Lime
Public Relations and Marketing Manager ANZ: Annabel Ellis
Head of Brand Marketing: Christian Navarro
Advertising Agency: oOh! Media
Campaign Executive: Tian Zordan
Senior Business Manager: Michael Romeo
Campaign Delivery Executive: Cameron Cooney
PR agency: Soda Communications