Lime bikes into September’s Joy of Digital Award with strike-day campaign
Posted on Wednesday 01 October 2025 | IAB UK
Lime is the recipient of September’s Joy of Digital Award, recognised for using digital channels to turn travel disruption into an opportunity to connect with Londoners
When tube strikes brought stations to a standstill, in partnership with its creative agency, The Or, Lime launched a reactive campaign that spoke directly to stranded commuters. By using geo-targeted digital messaging in and around the station, the brand was able to meet people in the moment, positioning its bikes as a practical and sustainable alternative when the underground wasn’t an option.
What stood out to us wasn’t just the creative idea, but how Lime used DOOH and Social to bring it to life. The strike-day response showed the agility that digital enables: delivering messages in real time, tailored to both context and location, and turning what could have been a frustrating experience into a solution.
The Joy of Digital Award celebrates campaigns that spotlight creativity in the use of digital channels - and Lime’s strike response is a brilliant reminder that digital isn’t just about scale, it’s about relevance too.
Catch up on all past Joy of Digital Award recipients here.
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