Protected Presentation
OLG Cash Pop
Residential OOH Campaign Proposal
PICK YOUR
NUMBER.
WIN YOUR
MOMENT.
Cash Pop brings five daily draws to Ontario — and Vertical Impression puts that energy where people live. Targeted residential OOH in buildings with 15+ floors, turning everyday elevator rides into impulse moments.
157
Buildings
651
Screens
5
Daily Draws
8
Week Flight
01 — The Opportunity
Play Where People Live
Cash Pop is built for impulse — quick picks, fast draws, instant wins. The residential elevator is the perfect impulse environment: a captive audience, multiple daily touchpoints, and a ritual that mirrors the game's five-daily-draw rhythm.
🎲
Five Draws, Five Rides
Cash Pop draws at 9:30am, 1:30pm, 4pm, 7:30pm, and 11:30pm — aligning perfectly with morning commutes, lunch breaks, after-work, and evening routines. Elevator screens deliver at every touchpoint.
🏢
15+ Floor Targeting
Premium high-rise buildings mean higher foot traffic, more elevator rides per resident, and longer dwell times. The 15th floor becomes a branded moment — every button press is a Cash Pop reminder.
🎯
Impulse to Action
Lottery-curious younger adults live in these buildings. Pair always-on digital screens with tactile button branding and immersive wraps to turn awareness into action — right at the point of daily routine.
💡
The Strategic Thread: Every placement — screen, button, wrap — connects the game's mechanic to the resident's daily ritual. The elevator becomes a Cash Pop activation point, five times a day.
02 — Targeted Residential Screens
Always-On Digital Reach
651 screens across 157 Ontario buildings
Digital ads on elevator screens in residential high-rises across Ontario. Cash Pop creative runs during peak draw times — reaching residents during everyday routines and impulse-moments, five times daily.
  • Full Ontario coverage — 157 buildings with 15+ floors across Toronto, GTA, Ottawa, London, Hamilton, Kingston, and more
  • Draw-time scheduling — creative can be timed to the five daily draws for maximum relevance
  • Dynamic creative — capability for countdown messaging, jackpot amounts, and draw results
  • Captive audience — average 4+ elevator rides per resident per day, each ride 30-60 seconds of undivided attention
Digital elevator screen mockup
Branded 15th floor elevator button mockup
03 — Elevator Button Branding
Press 15 to Play
$1,500 per property × 6 premium locations
Custom-branded 15th floor elevator button — every press of "15" becomes a Cash Pop moment. Residents interact with the brand physically, multiple times daily. The tactile connection ties directly to Cash Pop's number-pick mechanic.
  • Tactile brand interaction — physical engagement with the Cash Pop number mechanic every elevator ride
  • Unavoidable exposure — button panels are eye-level, seen by every single rider regardless of floor
  • Conversation starter — novel format generates organic word-of-mouth among residents
  • 8-week placement — sustained presence throughout the campaign flight
04 — Home Elevator Wraps
Immersive Cash Pop Experience
$13,550 per elevator × 5 premium locations
Full elevator wraps turn every ride into an immersive Cash Pop environment. Doors, walls, and panels become a branded space — residents see the Cash Pop numbers, draw times, and game mechanic with every trip.
  • 360-degree branding — doors, walls, ceiling panels, and floor create a complete Cash Pop world
  • High dwell-time format — 30-60 seconds of full immersion, multiple times daily
  • Premium impact — the highest-impact OOH format in residential, impossible to ignore
  • Draw-time integration — wrap creative can reference the five daily draws and encourage impulse play
Full elevator wrap mockup
05 — Campaign Details
At A Glance
Campaign Parameters
Flight DatesOct 6 – Dec 1, 2026
Duration8 Weeks
MarketOntario
AudienceA18+ Ontario Residents
TargetingBuildings with 15+ Floors
KPIAwareness & Ad Recall
Proposed Formats
Digital Elevator ScreensAlways-On, Reach Driver
15th Floor Button BrandingHigh-Impact, Tactile
Elevator WrapsImmersive OOH
Draw Schedule5× Daily
ToneEnergetic / Fun / Impulse
Option A
$40,000
Digital Only
  • Digital elevator screens
    651 screens · 157 buildings
  • 5,000,000 estimated impressions
    Agency CPM: $8.00 · Rate Card: $10.50
  • 8-week campaign flight
    Oct 6 – Dec 1, 2026
  • Dynamic creative capability
    Draw-time scheduling available
Option B
$49,000
Digital + Button Branding
  • Everything in Option A
    651 screens · 5M impressions
  • 15th floor button branding
    $1,500/property × 6 properties = $9,000
  • Tactile brand interaction
    Physical number-pick connection
  • 8-week placement
    Sustained presence throughout flight
Option C
$121,750
Digital + Buttons + Wraps
  • Everything in Option B
    Digital screens + button branding
  • 5 full elevator wraps
    $13,550/elevator × 5 = $67,750
  • 5,625,000 estimated impressions
    Increased digital allocation
  • 360° immersive branding
    Doors, walls, panels, and ceiling
06 — Ontario Footprint
Ontario Market Coverage
157 buildings with 15+ floors · 651 screens · Across 19 cities
157
Buildings
651
Screens
15+
Min. Floors
Condo
Rental
OLG
PICK A NUMBER.
WIN THE MOMENT.
157 buildings. 651 screens. 5 daily draws. Cash Pop meets Ontario residents exactly where they live — in the elevator, at the button, wrapped in the brand. Let's make every ride a play.
Let's Build This Together →
psmalley@verticalimpression.com  ·  verticalimpression.com