ABOUT

Concept:

When Samsung introduced AI Object Eraser to the new Galaxy A Series, we took on a clear challenge:
to ensure it was not communicated as just another AI feature through another banner ad with a high chance of being ignored.

Because in Bangladesh, banner ads are part of the everyday digital clutter. People see them, but rarely engage with them. So if we used the same format to promote an innovative feature, the communication itself would risk becoming invisible.

That is why we moved away from simply telling people about the feature and focused on creating a demonstration that would make its value instantly felt.

To do that, we looked for the most relevant tension point in the daily digital behavior of Bangladeshi audiences. We found it in online news. More than 30 million Bangladeshis read news online every day, but their reading experience is constantly interrupted by intrusive banners, pop-ups, and homepage takeovers.

That insight led to a simple but powerful idea:
if Object Eraser removes unwanted elements, why not let people use it on something they genuinely want removed?

Execution:

We partnered with leading online news publishers and turned intrusive ad spaces into a live product experience.

Users were invited to draw a circle over disruptive ads, replicating the exact gesture of Samsung’s Object Eraser. The moment the gesture was completed, the ad disappeared instantly in real time.

This was not a static demonstration or a redirect to another page. The feature was experienced directly within the media environment itself, making the interaction immediate, intuitive, and highly contextual.

Built with lightweight web technology, the execution integrated seamlessly into live publisher platforms and scaled across multiple news environments without disrupting performance.

By allowing users to erase unwanted ads, we transformed digital media from a passive message platform into an active demonstration of Galaxy AI.

Results:

The campaign turned one of the most ignored digital formats into one of the most engaging product experiences.

It generated over 4.1 million impressions and more than 271,000 clicks, delivering a 15.4% engagement rate. In total, 632,476 ads were erased by 269,491 users, with an average of 2.3 ads erased per person.

More importantly, people did not just see the feature. They experienced it.

Instead of talking about AI in an abstract way, the campaign made Galaxy A Series useful in a real moment of frustration. It strengthened the perception of the device as not just another smartphone with AI, but one that brings meaningful innovation into everyday life.

By turning media into product demonstration, we proved that the best way to communicate a feature is not to describe it, but to let people experience it where it matters most.