Rail and coach travel platform Trainline is launching a series of AR-enabled posters that appear to transform into live train departure boards when viewed through travellers’ smartphones.

In addition to real-time travel information, the AR boards also offer personalised information on how much CO2 can be saved by taking the train rather than travelling by car. The campaign was devised and delivered by Trainline’s lead UK creative and digital agency, Byte.

The OOH Waterloo station domination campaign comprises 16 high-visibility poster sites in and around the central London train station. Each execution features a QR code that, once scanned, opens up an AR-enabled microsite. The site turns the poster into a live departure board by pulling data from Trainline’s API.

The AR-enabled OOH campaign is part of an ongoing, integrated, digital-first campaign, all created by Byte, that shows how Trainline’s app makes travel easier.

“Now more than ever there’s a thirst for knowledge of how people can do their bit to reduce their carbon footprint,” said Natalie Marques, senior brand manager at Trainline. “So we’re really excited to launch an innovative billboard experience that’s genuinely purposeful in educating travellers on the reduction of their CO2 emissions by choosing train travel over road.”

Trainline currently sells tickets on behalf of 260 carriers across 45 countries.