Out-of-home advertising has one big weakness: it just sits there. TG4’s Súil Eile campaign didn’t. Working in conjunction with Tenth Man, we built a WebAR experience that turned a traditional print and outdoor campaign into something people could point their phones at, watch, and interact with — with no app download in sight.
The brief
TG4, Ireland’s Irish-language broadcaster, wanted its out-of-home media campaign to deliver more than a static image could. The brand’s whole identity is built around Súil Eile — “another eye”, a different way of seeing — so an augmented reality layer over the physical ads was a natural fit conceptually, not just a tech gimmick.
The constraint we set ourselves was simple: nobody is downloading an app to look at a poster. Whatever we built had to open instantly, in the browser, on any modern phone.
What we built
Each ad carried a QR code. Scanning it took the viewer straight to the AR experience in their phone’s browser — Safari or Chrome, iPhone or Android — where the campaign came to life on top of the physical ad. A video was overlaid directly onto the ad itself, surrounded by 3D elements and animated glyphs that made the flat print piece feel dimensional and alive.
Because the experience was delivered through the web rather than baked into an app, we could change the creative with each campaign cycle. Repeat viewers got something fresh every time, which kept the experience from fatiguing over a long out-of-home run — something a printed poster can never do.
Why WebAR and not an app or social filter?
This is the decision most brands get stuck on, so here is how it played out for TG4:
No download friction. The gap between “curious passer-by” and “person experiencing your campaign” was about three seconds. An app would have lost almost everyone in that gap. If you’re weighing this up for your own campaign, our guide to what WebAR is and how it works covers the basics.
No platform gatekeeper. A social AR filter lives inside TikTok or Snapchat and plays by their rules. A WebAR experience triggered from a poster belongs entirely to the brand — the creative, the data and the journey afterwards. For campaigns built around physical media, that control matters. (Social filters are still the right call for reach-led campaigns — see our AR filters service for when each makes sense.)
Measurement. This was the quiet win of the whole project. Out-of-home is famously hard to measure — impressions are estimates, engagement is a guess. Adding a WebAR layer gave TG4 genuinely in-depth metrics on a very analog medium: every scan, session and interaction was trackable. The posters stopped being a black box.
What this means for your brand
If you’re spending on out-of-home, print, packaging or event media, a WebAR layer does three things at once: it multiplies the content a static placement can carry, it keeps long-running campaigns fresh without reprinting anything, and it makes a traditionally unmeasurable channel measurable.
And since Meta shut down Instagram filters in January 2025, browser-based AR has become the default answer for campaign AR that doesn’t depend on a social platform. We’ve written more about WebAR for events and the wider options on our augmented reality services page.
See it and build yours
You can see shots from the project on the TG4 Súil Eile portfolio page. If you have an out-of-home or print campaign that deserves another eye — talk to us. We’ll tell you honestly whether WebAR fits, what it costs and how fast it can ship.