Title | GEAR S3 WORLD CHOIR |
Brand | SAMSUNG |
Product/Service | GEAR S3 |
Category |
C01. Live Brand Experience |
Entrant
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CHEIL WORLDWIDE London, UNITED KINGDOM
|
Idea Creation
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CHEIL WORLDWIDE London, UNITED KINGDOM
|
Media Placement
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CHEIL WORLDWIDE London, UNITED KINGDOM
|
PR
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CHEIL WORLDWIDE London, UNITED KINGDOM
|
Production
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CHEIL WORLDWIDE London, UNITED KINGDOM
|
Credits
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
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 do not realise, it’s an activity that could generate large quantities of collective data for us to visualize. By visualizing the data of Christmas choirs, 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.
Creative Execution
8 digital screens wrapped around the Eros statue. 16 Gear S3 smartwatches linked choir members on top of the stage to a custom built system, hidden inside the structure. As each choir sang, Gear S3s sent their collective biometric data and their heart rate, calories, vocals and movements transformed into live data visualization.
Each piece of data was given its own visual treatment, iconic and quickly understood, but versatile enough for it to work when all streamed together. Different performances, resulted in a variety of data and unique visuals. Making no two performances alike, bringing audiences back to future performances.
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 entertained the audience, Samsung Gear S3 watches streamed their live biometric data to the screens below where they were collectively 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 needed to be able to translate this hidden data into something that people could immediately understand, and in a place that people could access easily. We built upon the Piccadilly Eros statue in Piccadilly, London. By turning this annual media space into a stage, we create a brand new venue in London’s West-End, taking advantage of the 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 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.