Lime:
Launching Smart Mobility in Sofia
How United Partners Helped Lime Launch Successfully in Bulgaria
Lime | CHALLENGE
Since its global debut in 2017, Lime has transformed city travel with its electric scooter and bike-sharing services, now present in over 120 cities across five continents. With over 100 million rides taken globally, the brand aimed to expand into new markets in 2019 — one of them being Sofia, Bulgaria.
The goal was clear: Lime wanted to become the first shared micro-mobility provider in Sofia, and needed a high-impact launch campaign to generate buzz, build public awareness, and gain early market traction.
Lime | SOLUTION
United Partners developed and executed a full-scale communications strategy to introduce Lime to the Bulgarian market.
The campaign included:
Preparing and distributing a press release and safety-focused infographic
Organizing a photo shoot of Lime’s fleet and representatives
Coordinating a high-profile media briefing with the Mayor of Sofia, where the city announced 200 new parking spots for two-wheeled vehicles
Pitching exclusive interviews with Lime’s Operations Manager to top-tier media
Creating a media mailing: 20 branded boxes with helmets and promo codes sent to journalists to encourage trial and coverage
This approach focused on blending education, media relations, public sector support, and creative outreach.
Lime | RESULTS
5 media interviews arranged with Lime’s Operations Manager across TV, radio, print, and online outlets
Nearly 40 journalists attended the media event with the Mayor of Sofia
Over 2 million impressions generated from more than 100 media mentions:
48 dedicated to Lime’s launch
52 referencing the new e-scooter service and parking initiative without direct brand mention
Lime achieved its key objective of being the first shared e-scooter operator in Sofia
Strong local buzz and visibility helped Lime build momentum in the early days of its launch
Lime | CONCLUSION
By blending strategic media planning with creative outreach and public engagement, United Partners ensured Lime's entry into Bulgaria was not just noticed it was memorable. The launch successfully positioned Lime as an innovative, first-to-market brand in urban mobility.
