Toronto-based Koodo Mobile and AOR Taxi 2, with the help of media agency Media Experts’ Montreal arm, have made the wait for the subway a little less boring in Montreal by giving commuters the opportunity to interact with out-of-home ad displays.

Weary travellers can access the interactive Where’s Waldo-esque game ‘Where’s Koodo?’ by touching backlit display screens in 12 kiosks located in six of Montreal’s subway stations (Berri-UQAM, Place-des-Arts, McGill, Peel, Henri-Bourassa and Bonaventure).

‘We were excited to lend an element of interactivity and engagement to what can otherwise be a fairly sleepy part of one’s daily routine,’ says Taxi 2 CD Lance Martin.

The game prompts people to seek out one of the Koodo characters amid a muddled, illustrated urban setting, while communicating the benefits of the brand’s new nationwide talk and text rate plans. As well as playing ‘Where’s Koodo?,’ commuters can also navigate through Koodo Mobile’s phone and additional rate plan information.

‘Learning from the great success we’ve seen with the interactive touch-screens at our Koodo shops, we jumped at the opportunity to bring elements of this experience, and more, to consumers through a mass advertising channel,’ says Jennifer Robertson, director of marketing communications, Koodo Mobile in Quebec.

The display is the product of proprietary interactive digital signage software developed by Montreal-based iGotcha Media for MetroMedia Plus, which sells media in the Montreal subway. The Koodo mobile campaign, which debuted in early August, runs through Sept. 30.