Samsung: Gear S3 World Choir

Samsung, a multinational conglomerate, launched its new smartwatch, the Gear S3, in the UK over the Christmas period by showcasing its biometric data tracking technology through choir singers.

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...

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