THE BRIEF
Lime, the world’s largest shared electric vehicle company, wanted to encourage more people to ride safely in London. We needed a fun and engaging way to talk to consumers about the topic, and get the conversation started.
How we approached it
One in five riders avoid wearing a helmet because of how their hair looks afterwards - even though they know it can save their life.
We wanted to fix this issue, keeping riders looking stylish, without having to sacrifice their safety.
We partnered with B-corp London salon, Blue Tit, to build the world’s only Helmet Hair Salon - dedicated to fixing helmet hair and offering style advice to commuters.
Our pop-up salon launched at Kings Cross station, offering free hair styling sessions and useful tips on taming helmet hair. We also gave away helmets, dry styling products, and discount codes for Lime e-bikes and e-scooters.
But we didn’t stop there. We offered Londoners free styling appointments in BlueTit salons aimed at getting more people thinking about the issue, and wearing a helmet.
The integrated campaign launched across earned, owned and social channels from Lime and Blue Tit, and we created TikTok videos to provide even more riders with the tips they need to stay safe and stylish on the roads.
The results
- Over 100 members of the public sat down and received a complimentary helmet hair styling session, with over 300 helmets given away at the pop-up salon.
- The campaign content generated Lime’s highest impressions for the month and second for overall reach on Instagram.
- Coverage secured across national, regional and trade media with over 1billion reach in key titles with 100% messaging pull through.
“Through W+P’s impressive network, they provided incredible opportunities to tell our story, creating those ‘wow’ moments that got people talking globally.
The results were incredible – they achieved vast earned media reach that set the media agenda. Ultimately, this provided me the ultimate success metric, linking the brand to a wide variety of new consumers.”
Matthew Radmanovich
Head of General Sports & Event Communications, Red Bull
“Karma’s media coverage has quadrupled since the first month of our collaboration. The whole team has always been very available and dedicated to our business needs”
Julien Flandre
VP Marketing, Karma
“I've engaged many PR companies over the years, it's always a great sales presentation followed by an expensive ongoing retainer. W+P is delightfully and refreshingly different, it's as if the team are a part of ours.
I hope others don't find out just how good W+P is, we really want to keep them all to ourselves”
Anthony Rose
CEO, SeedLegals
Unit 51-54 Maltings Place
169 Tower Bridge Road
London
SE1 3LJ
