With the next Olympic Games, this time being held in Brazil, around the just around the corner, it is quite natural that tech brands will try and hop on to the global hype related to the event and promote their products. Being among the largest technology companies in the world, Samsung has decided to use its vast resources and reach to create a truly global anthem which is a unique composition created from snippets of a number of national anthems from across the world. The company is the Olympic Partner for Wireless Communications Equipment and its new ‘anthem’ advert seeks to break down barriers and bring the world together at Rio, just like technology has brought people from different backgrounds closer to each other over a period of time.
Samsung’s anthem not only merges a number of national anthems to create a unique one, but is also based on the lives of six professional athletes who have broken barriers and crossed difficult hurdles to achieve success at the Olympic games. These athletes are British diver Tom Daley, American sprinter Alysia Montano, French Paralympian Arnaud Assoumani, sprinter Margret Rumat Rumat Hassan from South Sudan, Australian boxer Shelley Watts and Brazilian surfer Gabriel Medina. Apart from being the principle figures behind the anthem, they will also appear in various social and digital content during the Games and will talk about their struggles and eventual success. ‘The Anthem’, however, isn’t the first such Olympics-focussed track to be created by Samsung. The company earlier released documentaries like ‘A Fighting Chance’ and ‘The Chant’, the latter focussing on how successful athletes and laymen used the company’s Galaxy S7 Edge and Gear Icon X devices to achieve their fitness and career goals.
Earlier this month, Samsung launched a unique Galaxy S7 Edge Olympic Edition handset, featuring a black body, a glass frame, blue rings around the rear camera and the Olympic emblem inscribed on its back. The phone featured in ‘The Anthem’ documentary as well and may release shortly before the games begin. Samsung is also promoting Samsung Pay, its contactless payment technology, and will release it in Brazil shortly before the games begin. While this is a great opportunity for the company to showcase the capabilities of Samsung Pay to the world, the service will need to be absolutely flawless to make itself look better than equally good platforms like Android Pay and Apple Pay. With well-curated documentaries, limited edition devices and new services, Samsung is going all out to make the most of the upcoming global event, and given that the Galaxy S7 has already ensured that it will dominate the smartphone space this year, the company will try and achieve leadership in smart wearables and VR headset markets as well.