How Samsung is taking over Piccadilly Circus for 24 nights in a choral Christmas activation

Samsung has been promoting its Gear S3 smartwatch in the final countdown to Christmas with a rather surprising musical experience at the Eros statue in London’s Piccadilly.

Working with Cheil and Framestore, the tech brand enlisted 24 choirs representing 24 countries to perform on each day of advent. Tonight’s (21 December) performance comes courtesy of Ireland’s Ceiliuradh, while groups from Jamaica, Bangladesh and England will take on the final three performances.

Each singer has worn the brand’s smartwatch for the Gear S3 World Choir event in order to monitor their biometrics as they perform. Data such as heart rate and calories burned is collected in real time and displayed through visualisations on eight screens built around the famous statue.

Watch the video above to find out how Cheil’s creatives have devised and delivered the festive activation, and click here to check out more episodes from The Drum’s On The Scene series.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

All by Katie