Samsung, in collaboration with advertising agency Leo Burnett, has launched an innovative guerrilla marketing campaign, photobombing tourists in Germany to showcase a special feature of its new Galaxy S24 Ultra.
Aptly dubbed "Annoying Ads," the campaign zooms in on the smartphone's AI-based "Object Eraser" feature, which allows users to effortlessly remove unwanted objects from photos — including Samsung's own ads.
It's "the first ad campaign that wants to be removed," its promotional video declared.
The Rollout
Across Germany, the tech giant strategically placed mobile posters and billboards to obscure the view of some of the country's iconic landmarks and its popular photo motifs.
![Samsung's 'Annoying Ads' | Source: Samsung Samsung's 'Annoying Ads' | Source: Samsung](https://media.designrush.com/tinymce_images/587823/conversions/samsung-annoying-ad-1-content.jpg)
These billboards featured attention-grabbing headlines such as "Don't get annoyed by this ad. Just get rid of it," and "This is an annoying ad for a tool that helps you remove annoying ads like this annoying ad from your photos."
"Our 'Annoying Ads' campaign highlights how the new Galaxy S24 Ultra is revolutionizing smartphone photography with the help of AI — with a guerrilla campaign that is just as revolutionary," Benjamin Merkel, Leo Burnett's executive creative director, said in a statement.
![The 'Annoying Ad' In Action | Source: Samsung The 'Annoying Ad' In Action | Source: Samsung](https://media.designrush.com/tinymce_images/587828/conversions/samsung-annoying-ad-2-content.jpg)
As part of the campaign, Samsung's teams interacted with tourists at the targeted landmarks, demonstrating the magic of the Object Eraser feature and highlighting the benefits of the company's smartphone offering.
"With this campaign, we not only captured the most popular sights in Germany but also gained the attention of a broad target group," Samsung VP of Marketing Mario Winter expressed.
"Entertainingly, we made them aware of the possibilities and necessity of our object eraser and showed how easily unwanted elements can be removed."
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Editing by Katherine 'Makkie' Maclang