WIN THE FIRST TAP
A route-length mix starts quickly through the dashboard or a voice command.
EXPERIENTIAL CAMPAIGN / AUTOMOTIVE / DIGITAL / OOH
SPOTIFY / FREE PARKING
A Music Day campaign built to make Spotify the first choice when New Yorkers start the car.READ THE STORY ↓
DISCIPLINEEXPERIENTIAL CAMPAIGN / AUTOMOTIVE / DIGITAL / OOH
ROLESTRATEGY + CREATIVE DIRECTION + EXPERIENCE DESIGN
PROJECT TYPEINDEPENDENT CAMPAIGN CONCEPT / NOT AFFILIATED WITH SPOTIFY OR NYC
PATHIGNITION → LISTEN → PARK FREE → STEP OUT → PLAY ON
THE STRATEGIC HOOK
The radio is already playing.
Spotify has to interrupt the habit of switching on the radio when a driver starts the car. Free Parking offers a useful reason to choose a soundtrack instead: one eligible parking session covered on Music Day. The benefit needs to be easy to understand, with the detailed claim process waiting until the car is parked.
THE CHOICE
“For Music Day, Spotify covers the parking. New York supplies the music.”
WORKING THROUGH IT
Keep the offer out of the driving task.
REWARD THE CHOICE
One eligible ParkNYC session turns listening into an immediate, useful benefit.
MAKE ARRIVAL CULTURAL
At the destination, neighborhood artists introduce performances and playlists.
KEEP MOTION QUIET
Driving controls stay minimal. Redemption and discovery wait until the car stops.
THE IDENTITY
Your music. Our meter.
Green signals action. Playlist cards organize place. Black interface surfaces keep the drive legible.
Your music. Our meter.
CIRCULAR DISPLAYCAMPAIGN / HEADLINES
SPOTIFY MIXINTERFACE / WAYFINDING
ROUTE MONOTIME / SPACE / LOCATION
SPOTIFY GREEN#1ED760ACTION / CITY SIGNAL
BLACK#050505INTERFACE / NIGHT DRIVE
WARM WHITE#F4F4EFTYPE / DAYLIGHT
ASPHALT#242424ROAD / SUPPORT
THE VISUAL LANGUAGE
MAKE THE WHOLE DRIVE FEEL LIKE SPOTIFY.
Interface and campaign share one rule: recognizable at a glance, quiet while the car moves.
ACT I / IGNITIONTHE RADIO
SCROLL TO START THE DRIVE ↓THE RADIO
STARTS FIRST.
One choice at ignition shapes the entire campaign.
MUSIC DAY / NYCTHE FLAGSHIP CAMPAIGNPARK FREE.
PARK FREE.
PLAY NYC.
Start a Music Day drive. Complete one eligible ParkNYC session. Spotify picks up the cost.
JUNE 21ONE SESSIONFIVE BOROUGHS
‹NOW PLAYING•••
FREEPARKINGMUSIC DAY / NEW YORK
New York, On RepeatSpotify · Music Day Drive♡
1:243:46
↝Ⅰ◀▶▶Ⅰ↻
▣Listening in your car☰
AFTER
DARK
Midtown After DarkSpotify · Night Drive
ON
REPEAT
Queens on RepeatSpotify · Local Finds
LIVE
SETS
Brooklyn CurbsideSpotify · Live Sessions
THE VALUE EXCHANGEChoose the soundtrack.
Choose the soundtrack.
Spotify handles the meter.
Spotify would cover an eligible parking session after the drive. That gives the listening choice a benefit the driver can use at the destination.
Designed around the drive,
not pasted onto it.
“Start My Drive” launches a mix timed to the route.
Voice prompts and large controls keep the interface quiet.
The claim flow appears only after the car is stationary.
The route mix opens into local artists and nearby events.
BROWSE THE CITYEvery borough
Every borough
gets a cover.
Each takeover location appears as a playable Spotify card. Its color identifies the artists and live performance there.
Made for your driveSHOW ALL
PARKINGTHE CITYWIDE BENEFIT
SESSIONSBROOKLYN / LIVE
ON REPEATLOCAL ARTIST RADIO
GREEN WAVETHE BRONX / 21:00
ACT III / ARRIVALPARK THE CAR.
PARK THE CAR.
KEEP THE CITY PLAYING.
Once parked, the driver can claim through the official parking service. That is also when the local music and event details become available.
The car does not disappear.
It becomes part of the format.
LISTEN IN.
Stationary cars become reservable listening rooms. Spatial audio previews come with artist notes, while windshield lights follow the session.
SEE THE BEAT.
Safely parked vehicles pulse together through removable interior light cards during scheduled tracks. No exterior vehicle modification required.
WASH. PLAY. REPEAT.
Light moves through the foam of a partner car wash, with spatial sound playing an exclusive four-minute Music Day mix.
OPEN THE DOORS.
Local artists play from stationary vehicles at controlled pop-ups. Trunks and back seats form small stages, with dashboards incorporated into the set.
LAUNCH SYSTEMOne day.
One day.
Three movements.
01 / BEFOREGreen route lines appear across OOH and in-app maps. “Something free is coming to your drive.”
02 / MUSIC DAYEligible parking goes free as the city turns green. Car-centered pop-ups open across the boroughs.
03 / AFTEREach driver receives a saved route mix and a recap of local artists, packaged as a personal “Your City in Music” card.
WHAT SUCCESS LOOKS LIKEWin the drive.
01DEFAULT CHOICE 02TRIAL 03DISCOVERY 04UTILITY 05CULTURE 06RETENTION
Win the drive.
Earn the return.
Increase Spotify starts within connected-car environments.
Convert eligible drivers who usually begin with terrestrial radio.
Measure saves and follows for artists surfaced along each route.
Track parking-credit redemption without rewarding unsafe interaction.
Track pop-up visits and attendance, including how people share the experience.
Bring listeners back through the post-drive city playlist.
WHY IT CAN WORK
Spotify starts the soundtrack at ignition. The parking reward arrives at the destination, where local music discovery continues after the car stops.
CONCEPTUAL CAMPAIGN / NOT AFFILIATED WITH SPOTIFY OR THE CITY OF NEW YORKWHERE THE CONCEPT STANDS
The music continues after arrival.
The proposed campaign connects an in-car listening choice to a capped parking benefit, then introduces local music after arrival. It would depend on an authorized parking partnership. The interface and activation work shown here explore that route without claiming an operating program.