Lime stepped up with “Good Service on All Limes”, keeping commuters moving across London as Tube services faced major disruption.
London turns to Lime as Tube disruption halts the city
London faced major disruption this week as the Underground ground to a halt, pushing thousands of commuters to seek alternatives. Many turned to Lime, with usage surging during the morning peak as bikes and scooters kept the capital moving.
50%+ surge in morning peak rides
Across the first two days of the outage, Lime recorded more than a 50% increase in journeys between 7:00–11:00 a.m. versus the prior week. Trips were not only more frequent but also longer in distance and duration, indicating riders used Lime for their full commute—not just the first or last mile.
“Good Service on All Limes” by The Or
Responding in real time, The Or created a playful campaign that riffs on iconic Tube line names to signal Lime’s reliability. The message is simple: while the Underground is down, Lime remains up and running—ready to bridge gaps across the city.
Digital OOH and social keep riders informed
The campaign runs across digital out-of-home screens and social platforms, meeting commuters where they are. Clear, timely creative reinforces availability and encourages Londoners to choose a fast, flexible alternative during the service disruption.
What Lime says
Ellie Bird, Communications and Brand Lead at Lime, noted the surge in ridership and emphasized how moments like these highlight the essential role of rental bikes in London’s mobility: a trusted, 24/7 option that keeps the city moving.
What the creatives say
The Or’s Dylan Hartigan and Tom Snell summed up the commuter reality—tubes down, buses packed, long walks—and credited Lime for stepping up to keep Londoners moving when it mattered most.
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