In order to make their research more accessible, the National Research Fund (FNR) is making use of an interactive campaign never seen before in Luxembourg.
According to Emily Iversen, in charge of communications at the FNR, the posters a part of the new "letzSCIENCE" campaign and meant to inform people about the different kinds of research that are being done in Luxembourg.
The advertisements feature three different pictures which at first glance prompt a "What the hell is that?" reaction, which is also the title of every poster. People can then use their phones to scan a QR code which triggers an Augmented Reality experience and makes the pictures "come to life". After that, people can read a short text about the project and the researchers behind it.
The posters will remain available until 10 August at every tramway station in Luxembourg City, offering a unique and educational experience for those waiting to catch their line.
In the context of the campaign a website has also been launched as well as a number of postcards, which people can order online for free.
