Samsung Gear S3 choir takes over Piccadilly Circus' Eros statue

Samsung is sponsoring an international choir to sing festive songs every evening in central London to push its Gear S3 smartwatch for Christmas.

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Singing every evening in the run-up the Christmas, the choirs will perform festive songs from their home countries including Cuba, China and India.

The choirs will sport the Samsung smartwatch, which will monitor their heartbeats and calories burnt. That biometric data will be displayed as a data visualisation on eight giant screens built into the stage.

The campaign was devised by Cheil London, while Framestore and Framestore Labs developed the visualisation and real-time display.

Russell Taylor, chief marketing officer at Samsung Electronics UK and Ireland, said: "At Samsung, we are dedicated to developing innovative technologies that enrich peoples’ lives, so we’re very excited to be bringing the UK’s first biometric choir to London around the world-famous Eros Statue."

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