Dare's Mark Bell chatted to Cheil creatives Senan Lee and Pansy Aung, the brains behind Samsung’s ‘World Choir’ campaign to launch Samsung’s Gear S3 smartwatch and overall platinum winners at ±±¾©Èü³µpk10’s inaugural Creative Tech Awards.
Lee explained how, in an oversaturated wearables market, they used both technology and tradition to enable people to see smartwatches in a different light – in this case using the watch to visualise what happens to people when they sing. Displaying the biometric data of choirs turned a traditional outdoor campaign into a tourist experience over the busy festive period.
Aung explained that she hoped to see more of a trend towards innovative new ideas to sell products in saturated markets such as wearables, saying: "People are going to be more imaginative about how data can be visualised."
The campaign won Gold for ‘Best use of experiential technology’ and Platinum overall at ±±¾©Èü³µpk10's Creative Tech Awards. Find out more about the winning campaigns here.