GEAR S3 WORLD CHOIR

ClientSAMSUNG
Category D02. Retail - Temporary & Pop-Up Environment & Experience Design
TitleGEAR S3 WORLD CHOIR
Product/ServiceGEAR S3
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
Credits
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

The Gear S3 World Choir is an outdoor activation that captured consumer’s attentions by combining technology with tradition. We tapped in to the tradition of Christmas carolling, and over the 24 days leading to Christmas, partnered with 24 community choirs to unleash the potential of wearable technology to the public. As the choirs sung on the World Choir stage, Gear S3 smartwatches monitored the singer’s biometric data and transformed it into stunning, real time data visualization on the screens below. Their heartbeats, calories, movements and vocals were all beautifully displayed in real time to their singing. For the first time, we enabled the public to see how you feel inside as you sing. The innovative installation also allows people to try out the smartwatches for themselves and see their biometrics turn into stunning visuals.

Creative Execution

8 digital screens were built to wrap around the Eros statue in Piccadilly and a stage was built on top of the surrounding structure. Screens were angled to enable the public to see the Gear S3 data from all angles. 16 Gear S3 smartwatches linked to a custom built system, that was hidden within the Gear S3 World Choir structure. From 1st - 24th December, a different cultural choir performed on the stage and the data from the 16 watches was collectively gathered and transformed into a variety of real time graphics that showed how the choir was collectively feeling as they sung. During out of performance hours, brand ambassadors would give live watch demonstrations, enabling members of the public to try on the watch and see their own biometric data brought to life on our interactive screens.

Indication of how successful the outcome was in the market

Over 90,000 people watched one of the 24 Gear S3 World Choir performances, discovering the Gear S3’s biometric monitoring capabilities and, for the first time, associating a smartwatch with something more than just sports and fitness activity. Over the duration of the campaign, brand ambassadors gave over 15,000 live Gear S3 demonstrations to consumers, enabling them to see their own biometric data like heart rate, footsteps and calories on the screens as they move. This combination of demonstrations, culminated in the Gear S3 selling out in nearby Samsung stores in central London and the Samsung online retail store.

We built the Gear S3 World Choir in the heart of London’s retail district – Piccadilly Circus. In an overcrowded area, that’s filled with static advertising, our innovative stage took advantage of its 4.2 million Christmas footfall and pedestrianized area, creating a whole new venue within the West-End. 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. As The Gear S3 launched shortly before Christmas, we created a festive attraction for people to experience.