One day, a man was walking by some elephants when he found himself forced to stop. He was confused by the fact that each of the huge creatures was being held only by a small rope tied to its front leg. No chains and no cages. It was obvious that the elephants could, at any time, break free of their ties. But, for some reason, they did not.
The man asked their trainer, who was standing nearby, why the animals just stood where they were, making no attempt to get away. The trainer said, “Well, when they are very young and much smaller we use the same size rope to tie them. And at that age, it’s enough to hold them. As they grow up, they are conditioned to believe that they cannot break away. They believe that the rope can still hold them, so they never try to break free.”
The man was amazed. These animals could, at any time, break free of their bonds. But because they believed they could not, they were stuck right where they were.
Some of us have, like those elephants, gone through our lives hanging onto a belief that we could not do something — limiting ourselves. Thankfully, however, some of us have not!
The competitors of the Samsung Bosphorus Cross-Continental Swimming Race occupy the latter category. This year, for the 28th time, the race welcomed swimmers from around the world for a captivating and challenging experience of a lifetime. Each year, entrants take on the unique, continent-spanning course, starting in Kanlıca, on the Asian side of Istanbul, and finishing in Kurucesme, on the European side. Appropriately, after taking part in the continent-crossing race, competitors feel united, having shared a truly one-of-a-kind experience.
The 360-degree communication campaign to drive attention to the race and create awareness among millennials started with a film — “Atın Beni Denizlere”, starring Ata Demirer — and encompassed a variety of communication channels, including TV, OOH, digital platforms, print and social media.
Prior to the event, there was an Instagram contest, titled “Samsung Swimming Race Bosphorus Memories”. Those who hashtagged their posts with “#BogazAnilari” and “#SamsungYuzmeYarisi” in the days leading up to the race had a chance to win one of the Samsung portable battery chargers given away each day, as well as a Samsung Galaxy S7 Edge, which was awarded as a grand prize at the end of the contest.
Throw Me into the Sea!
A promotional film was also prepared to capture the spirit of excitement leading up to this year’s race. Starring Ata Demirer, it depicts a humorous and surprising scenario. Acting as a boat captain bringing contestants to the race, Mr. Demirer performs a parody of the song “Atın Beni Denizlere” (“Throw Me into the Sea”), adapted for the event to motivate swimmers. He gets caught up in the excitement, however, and quickly finds himself plunged into the Bosphorus, where he proceeds to delight viewers with original moves and salute the swimmers passing by.
A Unique and Unifying Experience
Samsung Electronics Turkey (SETK) and the Turkish Olympic Committee held a joint press conference before the race, where SETK President Mr. DH Kim highlighted Samsung’s belief that sports, as a universal language, has the power to unite people across the world and promote tolerance and respect.
“As a global leader in the IT industry, we believe that sports play an important role in crossing borders and continents, uniting people of different cultures, and promoting peace and tolerance. We have supported the Turkish Olympic Committee (TMOK) for 12 years — a commitment in line with our goal to increase participation in sports and strengthen the Olympic spirit.
“As a world leader in pioneering the most advanced technologies for many years now, we draw our power for innovation from the dynamism of youth, supporting it in every aspect of our lives. In this regard, sports constitute one of our focal points. We are proud to host the Samsung Bosphorus Cross-Continental Swimming Race, which has become a symbol for removing borders — ‘uniting’ Asia and Europe. Samsung is very happy to give swimmers and spectators a unique experience, and the memory of a lifetime.
“This international race, which invites not only professional athletes but also attendees from all corners of the world, also plays a significant role in the promotion of Turkey. Each swimmer returns to his or her country as an Istanbul ambassador, and this is very important to us. It gives us great pleasure to share the enthusiasm of this unique race with sports lovers.”
Samsung Experience Zones
The Samsung Bosphorus Cross-Continental Swimming Race is also a great opportunity to meet customers and present them with interesting experiences in the race area. This year, for the first time, CE products were displayed in the Samsung Premium Lounge, where Chef Serkan Bozkurt’s culinary presentation also attracted great attention. In the Product Experience Zone, visitors were given a chance to experience, one-on-one, IM products such as Gear VR, Gear 360 and the Galaxy S7 Edge.