Procter & Gamble has gone to great lengths to promote its new Cover Girl LashBlast Length mascara in Toronto and Montreal subway stations.

P&G is dominating 13 stations with wall posters, in-car door cards as well as turnstile takeovers.

The effort was developed in collaboration with Starcom and Saatchi & Saatchi Canada, as well as CBS Outdoor.

To create the illusion of larger-than-life mascara wands, subway turnstiles have been wrapped with a textured fabric in the brand's signature yellow.

"Being on the subway turnstiles really heightens the impact and the engagement because the consumers have to touch the units," said Lauren Richards, CEO of SMG Canada which includes Starcom.

Posters featuring Cover Girl spokeswoman Drew Barrymore have been placed on the glass surrounding the turnstiles, so consumers "can get a deeper communication message," said Richards. 

The campaign works to catch the attention of "crazy busy consumers" who are constantly inundated with ads, she said. "It has them more engaged than if it was a standard poster unit in a standard place where you expect to see it."

The campaign also includes national TV, print and online.