For the launch of Samsung’s Galaxy S24 Ultra, the AI powered Object Eraser was to be highlighted to achieve high visibility in the very competitive smartphone market. The objective was to create something never done before, that would attract the attention of our audience with a small budget. At the same time to create buzz around Samsung’s AI features before Apple launches theirs later this year.

We came up with a simple yet smart solution that stands out and showcases the feature: Annoying Ads – the first ad campaign that wants to be removed. An extraordinary campaign promoting the new Samsung Galaxy S24 Ultra’s new AI powered Object Eraser. Our idea was clear: To bring the complicated and abstract concept of an “AI powered Object Eraser” into real life. Thus, making its benefits understandable for everyone firsthand.

By mapping our target audience in GWI (tech-savvy millennials and GenZ), we learned that there are two things that annoy them: Ads that make them want to scroll away and people that get in their way of taking a picture. So, to get their attention, we combined those two annoying things. To make sure to reach them, we chose the most common photo hotspots across Germany where it was most certain that people would take pictures. There, we disrupted the unobstructed view of famous sights and made our new feature indispensable. Promoting our new feature as the solution, offering everyone to get rid of what annoys them most.

To advertise the AI powered Object Eraser of the new Galaxy S24 Ultra, we decided to go for an element of surprise and lots of fun. Over the period of two weeks, we disrupted the view at Germany’s most famous photo spots with movable billboards. Each made it impossible for people to take decent pictures of the sights. Ten motifs with fun English and German headlines presented the solution to the problem. Making our new feature indispensable and creating the desire to make our Annoying Ads disappear. Promo teams demonstrated the feature on-site and brought its genius to life in an entertaining way. Engaging videos of our stunt extended the campaign on social media. Thanks to the Galaxy S24 Ultra’s AI powered Object Eraser, we could prove to everyone that every photo can be saved from anything disturbing – and annoying ads can be fun too.

Thousands of tourists saw our annoying ads and everyone who engaged with our promoters wanted to try the new object eraser themselves. Establishing Samsung as a fun and innovative brand. In the end, our AI powered Object Eraser turned annoying ads into something loveable and angry faces into smiles. We didn’t only reach the hearts of everyone who saw the annoying ads live, but also received a lot of hearts online and became talk of town in the media. Creating something that stands out and people won’t forget anytime soon.