Challenge
Introduce Lime to Brazil, a global leader in micromobility, which was starting its operations in Sao Paulo and Rio de Janeiro, and disseminate its key messages of safety and sustainability. The brand’s moment of arrival was marked by a great discussion regarding the use of scooters, and by then there was already a strong market leader in that industry.
Strategy
In order to produce knowledge regarding the brand’s arrival to Brazil, the IC staff prepared distinguished events, engaging influencers and journalists, in both cities. Aiming at providing a unique experience, digital influencers were invited to test in advance the equipment at first hand.
In the same week, the official launching event was held in São Paulo, and IC played a key role in its organization, from planning to the invitation of journalists and influencers, and setting a schedule for presentations and participants.
There was a presentation of the brand in São Paulo, carried out by the global chairman, Joe Kraus, as well as a scooter test and a chat about the importance of micromobility and safety issues, with the “TOP Voice Influencer”, Marc Tawil, the four-time world champion skateboarder, Karen Jonz, and Lime’s officer for Latin America, Demetrios Christofidis.
In Rio de Janeiro, two days later, journalists participated in a breakfast with Demetrios, Lime’s officer in Latin America, Jogn Paz, general-officer of Lime Brasil, and Felipe Daud, institutional relations officer, who presented the brand and expectations for the launch in the country.
At the same time, influencers, selected by IC, were invited to form the “Lime Ambassadors” group, with exclusive discount codes to be used by their followers.
Results
- 19 media vehicles present in the events, including three of the biggest news in the country: O Estado de S.Paulo, Folha de S.Paulo and O Globo
- 125 posts regarding the brand’s arrival to Brazil
- 18 influencers present in tours through the cities and events.
- Potential impact on Instagram with 4.5 million people
- 35+ minutes of brand exposure on Instagram