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After four long months of restricted movement, Bolt, UK’s second biggest ride-hailing app, has launched an integrated campaign that encourages Londoners to leave their online world at home and reunite with others IRL (in real life).

Bolt worked on the campaign with strategic marketing agency Cream and OB Management's Thomas James, using proprietary rider data and audience insights to plan the campaign.

The outdoor campaign kicked off earlier this month with placements in key locations such as Shoreditch, Brixton and Chelsea and across the transport network. Taglines including ‘Londoff, London’, ‘Less URL, More IRL’, and ‘Don’t write that DM. Carpe that diem’aim to nudge a behavioural shift towards socialising and getting moving around the city again.

The campaign is also being amplified through targeted podcast advertising (partnering with James Acaster & Ed Gamble’s Off Menuand Katherine Ryan amongst others) planned around key lockdown roadmap milestones.

The video conveys a simple message of support and optimism to a population who are feeling increasingly positive and ready to explore their home city again. The video was directed by Thomas James, director of the Ready to Go music video for Hurts, shot by Franklin Dow, who won an Oscar for the 2016 documentary White Helmets and features music by Jimek. It follows a Londoner moving from the boredom of isolation and lockdown, to the joys of returning to normality and hailing a Bolt to meet with friends.

Max Malicki, Bolt’s global brand manager says: “The reaction we’ve received to the video has been awesome, and we’re so pleased to be able to share some positivity after a gruelling year, or so. Our campaign focuses on bringing people together finally and Bolt’s aim is to help keep the capital moving and finally reconnect Londoners face-to-face, with the best rates in the city.”

Bolt is the leading European mobility platform that’s focused on making urban travel more affordable, convenient and responsible.