To get at its core demographic of travellers, BMO has installed an interactive electronic marketing display in Toronto’s Pearson Airport’s Terminal 1.

The 12’ X 7.5’ memory game was installed this month with Oakville, ON.-based Monster Media with creative by the Toronto office of Cossette, and is the first interactive face in the bank’s series of airport advertisements, Jennifer Weisman, head of credit card marketing, Bank of Montreal tells MiC.

“The touch-screen is a creative and interactive way to talk to customers about the benefits of the card,” he says. “It uses the memory game style to match two airplanes together to reveal benefits of the card to consumers.”

There are currently no plans to expand the interactive OOH element to BMO’s slate of airport advertising across Canada, says Weisman. It is testing the installation in Pearson and moving from there.