Prepared by Vertical Impression for Publicis: APEX / Spotify
Spotify ‘Wrapped’ Elevators — High-Impact Full Interior Wraps
Campaign Overview
Four campaign concepts designed to put Spotify inside the daily routines of Canada’s premium residential audience. From first-to-market consented audio technology to neighbourhood playlist battles, each idea turns passive elevator time into an active Spotify experience.
Residents don’t just see Spotify ads — they hear, interact, compete, and share. Every touchpoint is built to feel native to the Spotify brand: personal, contextual, and culturally talkable.
Pioneer first-to-market consented audio in DOOH — Cannes Lions eligible innovation
Drive sustained cultural conversation and organic social sharing through immersive elevator experiences
Deliver massive bonus value: $551K+ in bonus media, contest management, and attention reporting across campaigns
Reach premium audiences contextually — fitness moments, neighbourhood culture, daily routines — where Spotify already lives
The Campaigns
First-to-market opt-in audio via scannable technology — $200K
50% of Gen Z and Millennials use wireless earbuds in public. Forced audio creates negative sentiment. Spotify Consented Audio flips the script: residents choose to opt in via scannable tech on elevator screens, receiving audio ads through their own earbuds. This is the first-to-market solution for consented audio in DOOH environments.
High-impact full interior elevator wraps that integrate with Spotify’s annual Wrapped campaign — starting at $100K
Full elevator interior wraps that transform every ride into a Spotify Wrapped moment. Designed to integrate directly with Spotify’s annual Wrapped campaign — the most socially shared music event of the year. Imagine residents stepping into their elevator and seeing their building’s top genres, most-played artists, and listening stats brought to life on every surface. The elevator becomes a physical extension of the Wrapped experience — a shareable, photographable cultural moment that lives beyond the screen.
Elevators are motivational launch pads — make the Spotify-to-gym connection frictionless — PMX $25K
The elevator is where residents are most likely to be in a pre-workout mindset — heading down to the condo gym, coming back from a run, earbuds already in. Elevators are motivational launch pads for fitness, and Spotify is already the soundtrack. This campaign makes the Spotify connection to the condo gym frictionless at home — reaching residents with the right message at the exact moment they’re ready to move. $268K+ in total bonus value.
The city is your playlist — UGC neighbourhood playlists + music/arts/tech targeting — PMX $50K
The city is your playlist. Capture the vibes of your local area and build playlists with unprecedented creative control that you can share with neighbours. Targeting buildings that over-index in people who love music, the arts, and tech. $283K+ in total bonus value including Ultimate Attention Reporting.
Investment
Total campaign investment: $375,000 across all markets and activations. Digital investment: $275,000 — Elevator wraps: starting at $100,000. Total bonus value offered: $551K+.
| Campaign | Markets | Investment | Impressions | Includes |
|---|---|---|---|---|
| Consented Audio | National | $200,000 | 2,500,000 bonus | First-to-market opt-in audio + Cannes eligibility |
| ‘Wrapped’ Elevators | TOR / MTL / VAN | Starting at $100,000 | 1,683,000 | 8 elevators × $12,500 × 5 weeks |
| Spotify Fitness | GTA | $25,000 | 5,208,333 | $18K bonus media + Gym Audience targeted buildings |
| The Neighbourhood | GTA | $50,000 | 8,159,721 | UGC contest ($20K value) + $13K bonus media |
| TOTAL | $375,000 | 17,551,054 | $551K+ total bonus value across all campaigns |
PMX Rate: $7.20 CPM | Rate Card CPM: $10.50 | All bonus impressions included at no additional cost. Activations can be selected individually or bundled. Consented Audio creative development and targeting TBC.
Delivery
Campaigns staggered across Q2–Q4 2026. Prompts launches first in Q2, Fitness follows in Q2, Elevator Wraps in Q3, and Consented Audio in Q3/Q4.
| Campaign | Timing | Status |
|---|---|---|
| Spotify Prompts | Q2 2026 | First to Launch |
| Spotify Fitness | Q2 2026 | Pending Approval |
| Elevator Wraps | Q3 2026 | 12–14 Week Lead Time |
| Consented Audio | Q3/Q4 2026 | Creative Development |
Rollout
Priority 1 — Hero Market
Full activation: Fitness (256 properties), Prompts/Neighbourhood (121+ properties), Elevator Wraps (1 building, 3 elevators). Highest density audience and largest concentration of premium condo inventory with gyms, pools, and fitness facilities.
Multi-Market
Elevator Wraps activation: 1 building per market (Montreal: 2 elevators, Vancouver: 3 elevators). High-impact physical presence in premium residential towers.
National
National reach with custom targeting TBC. First-to-market opt-in audio via scannable technology across the residential network. Targeting approach being developed with creative teams.
Path Forward
What’s Next
Province vs. province, larger market rivalries. Scale The Spotify Neighbourhood beyond the GTA — pit Toronto against Montreal, Vancouver against Calgary. Turn local playlist pride into a national conversation.
Change the top playlists on elevator screens in real-time based on the weather. Sunny day? Beach vibes. Snowstorm? Cozy acoustic. Rain? Lo-fi beats. Dynamic creative that feels alive and contextual.
Highlight neighbourhood DJs in a physical elevator — have them play the chosen Toronto Neighbourhood Playlists live. Kick off the campaign with a special invite-only elevator DJ party in Toronto. The elevator becomes a stage.