Campaign background
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...