Title	GEAR S3 WORLD CHOIR
Brand	SAMSUNG
Product/Service	GEAR S3
Category	A05. Data Visualisation
Entrant	CHEIL WORLDWIDE London, UNITED KINGDOM
Idea Creation	CHEIL WORLDWIDE London, UNITED KINGDOM
Media Placement	CHEIL WORLDWIDE London, UNITED KINGDOM
PR	CHEIL WORLDWIDE London, UNITED KINGDOM
Production	CHEIL WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Caitlin Ryan	Cheil Worldwide London	Executive Creative Director
Georgia Barretta	Cheil Worldwide London	Creative Director
Senan Lee	Cheil Worldwide London	Copywriter
Pansy Aung	Cheil Worldwide London	Art Director
Fred Dorsimont	Cheil Worldwide London	Business Director
Minje Sung	Cheil Worldwide London	Account Director
Madeleine Eaton	Cheil Worldwide London	Project Manager
Olivia Teodorani	Cheil Worldwide London	Agency Producer

The Campaign

Smartwatches have quickly become an over saturated market, focusing on sports and fitness enthusiasts. Samsung were to launch their latest Smartwatch, the Gear S3, at Christmas 2016. So to cut through all of the marketing noise generated at that time of year, we needed an idea that could make the Gear S3 stand out from the rest of its category and make it appealing to ordinary people who are generally uninterested in athletics. Our idea was to take the data the Gear S3 could capture, that has only ever been presented as sports data, and turn it into something everyone could relate to. Singing is an integral part of the seasons festivities and presented it as the perfect vehicle of data for us to hijack. Not only does it have many health benefits which many people do not realise, it’s an activity that could generate large quantities of collective data for us to visualize. By tapping into this popular seasonal activity, we knew we could create an event that would attract people and give us enough dwell time to show what the Gear S3 can do in a way which required very little effort on their behalf.

24 unique data driven performances over the 24 days of Advent 90,000 people attended a performance 15,000 people tried the Gear S3 for themselves 4.2 million people exposed to the Gear S3 World Choir Gear S3 sold out in central London Samsung Stores & the online Samsung store Gear S3 sales peaked after three particular performances

The Gear S3 World Choir is the world’s first that stage that enabled audiences to see how a choir feels inside as they sing. As choir members sang, Samsung Gear S3 watches streamed their live biometric data to the screens below where they were turned into stunning real time graphics. By bringing to life the hidden data of singing, we challenged preconceptions about the relevance of smartwatches for people who aren’t interested in sport or fitness.

We knew singing was proven to be a physical activity, but what we needed was to be able to translate that hidden data into something that people could immediately understand, and in a place that people could access easily. With over 4.2 million visitors passing through every Christmas, we chose the Gear S3 World Choir stage to be built upon the Piccadilly Eros statue in Piccadilly, London. By turning this world famous statue into an OOH space we create a brand new venue in London’s West-End, taking advantage of this areas high footfall and pedestrianized location. Public data helped us define the hours of the event, with a daily performance timed to happen at 7pm, before most West End shows started, but also avoiding the peak commuter hour at 6pm that would have interrupted the growth of audience crowds. With over 300 languages spoken, London is a truly world city. The Gear S3 World Choir took advantage of this diversity by representing a different cultural community choir perform every day, enabling us to broaden our target market to include those visiting London on holiday.