MOBLAND
Season 2 — Big Ideas
Prepared by Vertical Impression for APEX / Paramount+
Campaign Launch: Mid-September 2026 | Markets: Toronto • Calgary • Edmonton • Vancouver
Confidential
Prepared by Vertical Impression for APEX / Paramount+
Campaign Launch: Mid-September 2026 | Markets: Toronto • Calgary • Edmonton • Vancouver
Before We Begin
The standard playbook usually involves massive production costs, long lead times, and activations that compete with the content audiences actually want to see, often resulting in less reach.
What if the big idea was to skip the production and simply entertain audiences with your ads?
Instead of a traditional brand moment that serves as an interruption, we can create an experience where residents don't just scroll past the ad — they step inside it. We want every trip home to feel like walking onto a crime scene or viewing a trailer.
Concept Mockup — Elevator Crime Scene Wrap
Campaign Overview
MobLand Season 2 builds on the breakout success of Season 1, driven by A-list talent (Tom Hardy, Pierce Brosnan, Helen Mirren) and a bold, swagger-heavy crime drama tone. This proposal outlines big ideas from Vertical Impression to make Season 2 one of the noisiest, most culturally talkable shows of the year.
This is the overarching narrative that ties all activations together. Residents don't just see ads — they step into MobLand's world every time they come home. Their condo becomes contested territory.
Grow audience and recruit new viewers; motivate Season 1 catch-up
Drive sustained word-of-mouth and cultural conversation week-on-week
Deliver bold, attention-grabbing ideas that feel noisy, premium, and unmissable
Reinforce MobLand as a defining crime drama in the cultural landscape
The Activations
Turn every screen in the building into a MobLand trailer moment
Skip the massive production budgets. The most effective way to drive tune-in is to put the content itself in front of audiences — trailers, clips, and teaser content delivered directly to residential screens where viewers already are. Entertainment, not interruption.
British phone booth installations in condo lobbies with in-character audio
Custom-built, MobLand-branded British phone booth installations in high-traffic condo lobbies. Residents pick up the phone to hear an in-character message from Tom Hardy's character. They can leave a voicemail to "join the family" or interact with character-driven prompts.
Full elevator wraps transforming rides into immersive MobLand crime scenes
Full elevator wraps transforming elevators into immersive MobLand crime scenes. Bullet holes, redacted case files, a body outline, an arm in the door — residents step into the MobLand world for 30 seconds every time they go home.
Redacted/classified creative driving contest entries and Paramount+ sign-ups
Redacted/classified creative across screens and lobby activations. Residents scan a QR code or call the teaser phone number to "declassify" hidden content and enter to win a Paramount+ subscription and exclusive MobLand merch.
Condo screening room watch parties — Season 1 catch-up & Season 2 premiere events
Partner with select condo buildings that have screening rooms to host Paramount+ sponsored watch parties — Season 1 catch-up nights and Season 2 premiere events.
Investment
Total campaign investment: $300,000 CAD all-in across all markets and activations.
| Activation | Budget | Type | Notes |
|---|---|---|---|
| Digital Trailers | $75,000 | Targeted Media Buy | No additional costs — leverages existing trailer assets |
| MobLand Phone Booth | $100,000 | Digital Media | Phone booth — TBC fabrication, installation, phone line |
| Elevator Crime Scenes | $300,000 | $150K wraps + $150K media | + TBD design, print, installation per building |
| For Your Eyes Only Contest | $100,000 | Media Cost | No extra charge to run contest — TBD creative production, prizes, fulfillment |
| Screening Room Takeovers | $25K–$50K | Media + Access Fees | 5–10 locations @ $5–10K each + TBD events, F&B, signage |
| TOTAL | TBC | Depends on activation mix | All production/fabrication costs TBD |
Costs shown reflect estimated media spend per activation tier. All production, fabrication, creative, and fulfillment costs are TBD and will be confirmed upon concept approval. Activations can be selected individually or bundled.
Delivery
All activations designed to be live by mid-September 2026 launch. Production lead times vary by activation (4–12 weeks). Longest lead items (Phone Booth, Elevator Wraps, Screening Rooms) require early June start.
| Phase | Timing | Duration | Status |
|---|---|---|---|
| Concept Approval | Late April / May | 1–2 weeks | Pending Approval |
| Creative Development | May / June | 2–3 weeks | Pending |
| Digital Trailers | August / September | 2–4 weeks | Pending |
| Phone Booth Fabrication | June – September | 8–12 weeks | Pending |
| Elevator Wraps Production | June – September | 8–12 weeks | Pending |
| Contest Build & QA | July – September | 4–8 weeks | Pending |
| Screening Room Setup | June – September | 8–12 weeks | Pending |
| Installation & Testing | August / September | 1–2 weeks | Pending |
| Campaign Live | Mid-September | Ongoing | Target: Mid-Sep |
| Weekly Sustain Phase | Sep – Oct | 6–8 weeks | Target: Sep–Oct |
Rollout
Priority 1 — Hero Market
Full activation: phone booth installations, elevator wraps, screen takeovers, screening room events, contest. Largest concentration of premium condo inventory and highest density audience.
Priority 2
Secondary activation: screen takeovers, select elevator wraps, contest participation. Teaser phone number active on all screens.
Priority 3
Screen-led campaign with contest integration and phone number teaser. Opportunity to add experiential elements if budget allows.
Path Forward
Prepared by Vertical Impression
psmalley@verticalimpression.com | April 2026 | Confidential