Changing Spaces with Lime

In May 2024, Words + Pixels partnered with client Lime, the world’s largest provider of shared e-bikes and e-scooters, to create Changing Spaces.

The Changing Spaces art installation reimagined London's wasted parking spaces, resulting in an earned media reach of over 1.5bn and a positive increase in brand perception. Now, we're taking you behind the scenes of the campaign to tell you all about it.

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The brief

Our brief was aimed at educating new and existing Lime users on how the brand is committed to preventing bad parking, while simultaneously influencing key stakeholders to reallocate e-bike parking spaces, all while creating brand love.

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The research

Working with Lime, we explored the poor use of existing car parking spaces, investigating how much more impactful and beneficial e-bike parking bays would be to solve the e-bike parking problem. We decided to take one of these wasted car parking spaces and use it as a creative canvas to inspire change, in a way which is unmissable for riders, stakeholders and press alike.

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The approach

To bring this parking issue to life we bought a diesel van. Now this might seem counterintuitive but the diesel van acted as our canvas. We found a wasted car parking space in Camden and partnered with award-winning street artists, 3D Joe and Max, to create an optical illusion which saw the van seemingly disappear and turn into hyper-realistic e-bike parking bays - full of neatly parked Lime bikes.

The activation aligned with the launch of Lime’s independent parking report and supporting GR event, which set out ways to tackle the issue in the capital. 

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The results

Our Changing Spaces campaign generated 27 pieces of coverage, with top highlights including Evening Standard, Metro, and PR Week. Not only did the coverage exceed KPIs, it also delivered a 100% hit rate of media coverage relating the activation back to Lime’s commitment to tackling e-bike parking challenges in London, and the reimagining of wasted car parking space. We also saw consumer perception shift directly following the activation with a 13% increase in positive parking sentiment amongst London cyclists. 

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