Lime turns promo codes into safety pledges with witty OOH campaign

Lime is reimagining one of marketing’s most disposable assets—the promo code—as a tool for rider safety.

Launched across London, Birmingham and Milton Keynes, the micromobility brand’s new campaign, “Promise Codes,” rewards riders with free minutes in the Lime app in exchange for typing out a written safety pledge.

Created by The Or and supported by media agency Stitchy, the campaign is built on a simple behavioural insight: people are more likely to honour commitments they physically write down.

Instead of relying on traditional safety messaging, Lime uses humour to encourage responsible riding. The campaign features a series of intentionally long promo codes displayed across outdoor sites, each doubling as a pledge riders must enter to unlock free riding time.

Among the messages are promises such as “I promise to ride under the influence of whimsical summer vibes only” and other playful commitments centred around road-sharing and considerate riding behaviour.

The creative transforms a functional app mechanic into the campaign itself. Large-format billboards feature the lengthy promise codes as the hero element, using minimal design and Lime’s signature green branding to ensure the message remains the focal point.

To increase relevance, the codes have been tailored to local riding behaviours and challenges. Beyond traditional outdoor media, the campaign also extends into the street environment through guerrilla stickers placed in bike baskets, while creator partnerships help amplify the initiative across digital channels.