Title	GEAR S3 WORLD CHOIR
Brand	SAMSUNG
Product/Service	GEAR S3
Category	C02. Use of Real-Time Data
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

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 turned a media space into a world first – a stage that enabled audiences to see how a choir feels inside as they sing. By utilizing the top of a structure initially designed to protect a statue, we turned a media space into a daily event over the 24 days of Advent. As choir members sang on the stage, Samsung Gear S3 watches streamed their live biometric data to the screens below where they were collectively turned into stunning real time graphics, redefining the potential of this media space.

Insights, Strategy and the Idea

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.