2017 Bronze Technology

Cheil London Worldwide

Client: Samsung

Gear S3 World Choir

Campaign overview

The smartwatch category is an overcrowded market.

Samsung needed to differentiate the launch of their Gear S3 model and make it the must-have for all in the run-up to Christmas.

Strategy

To make the Samsung Gear S3 a must-have Christmas present, Cheil London Worldwide needed to broaden its appeal from sports and fitness enthusiasts to ordinary people.

Carol singing is a much loved festive tradition, and so the team set about combining this tradition with Samsung technology to create a one-of-a-kind festive destination for Christmas shoppers.

Cheil London Worldwide would simplify and express the Gear S3's abilities in an emotional and engaging way, with the aim of grabbing Christmas shoppers' attention; allowing the dwell time needed to explain the product's capabilities.

Creativity

The Gear S3 World Choir stage was built upon the Piccadilly Eros OOH space, that's usually built around it at Christmas to protect it.

In an area overcrowded with static advertising, Cheil London Worldwide’s innovative stage took advantage of its footfall and pedestrianised area.

As each choir sang on stage, Gear S3s sent their biometric data to screens below, where their heart rate, calories, vocals and movements transformed into magical visuals, allowing the audience to see how a choir feels inside as they sing for the first time.

The biometric screens were built from every viewpoint of this stage, enabling the public to see the Gear S3 data from all angles.

Brand ambassadors on site approached members of the public that were intrigued by the stage to try the Gear S3 for themselves, and get their hands on a demo.

Results

The 24 individual choir performances, over the 24 days of Advent, pulled in over 90,000 audience members, who were each made aware of the biometric monitoring capabilities of the Gear S3.

The high footfall enabled Samsung brand ambassadors to take advantage of these visitor numbers, and give 15,000 live demonstrations on site to audience members.

By turning Eros in Piccadilly into a large visualised stage, Samsung made a further 4.2 million impressions to commuters travelling through the area.

The Gear S3 sold out in the nearby Samsung Store and on the Samsung Online Store over the Christmas period.

Caitlin Ryan (Executive Creative Director) Cheil Worldwide London - Georgia Barretta (Creative Director) Cheil Worldwide London - Senan Lee (Creative) Cheil Worldwide London - Pansy Aung (Creative) Cheil Worldwide London - Fred Dorsimont (Business Director) Cheil Worldwide London - Minje Sung (Account Director) Cheil Worldwide London - Madeleine Eaton (Project Manager) Cheil Worldwide London - Olivia Teodorani (Producer Cheil) Worldwide London - Jennifer Lee (Head of Tablet and Wearables Marketing) Samsung UK

Contributors

Framestore Labs Production