MONTREAL — Koodo Mobile and agency of record TAXI 2 are transforming usually uneventful waits for a subway train into an opportunity for entertainment by allowing commuters to interact with out-of-home advertising displays.

"Where's Koodo?" is an interactive game that can be accessed by touching the backlit display screens in any of the 12 kiosks located in six of Montreal's subway stations. The game encourages users to search for one of the iconic Koodo characters amongst a cluttered, illustrated, urban landscape and communicates the benefits of Koodo's new Nationwide Talk & Text rate plan. Thanks to new, proprietary interactive digital-signage software developed specifically by iGotcha Media for MetroMedia Plus, which sells media in the Montreal subway, commuters, in addition to playing "Where's Koodo?" are also able to navigate through Koodo Mobile's phone and additional rate-plan information.

"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," said Lance Martin, creative director for TAXI 2 in Toronto.

"Learning from the great success we've seen with the interactive touchscreens at our Koodo shops, we jumped at the opportunity to bring elements of this experience and more to consumers through a mass advertising channel," said Jennifer Robertson, director of marketing communications for Koodo Mobile in Quebec. "We feel we're giving consumers the chance to find out more about Koodo and have a little fun at the same time."

MetroMedia Plus recently completed an upgrade of 12 kiosks in six of Montreal's busiest subway stations to use the iGotcha Media software. Each kiosk's interactive display uses 42-inch LCD screens and an innovative through-glass touch technology that allows users to control the screen's content.

The Koodo Mobile campaign debuted in early August and runs through September 30.