SAMSUNG POWER SLEEP

TitleSAMSUNG POWER SLEEP
BrandSAMSUNG
Product / ServiceBRANDING & SOCIAL RESPONSIBILITY
CategoryA05. Use of Other Digital Solutions in a Direct Campaign
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency 2 CHEIL AUSTRIA Vienna, AUSTRIA

Credits

Name Company Position
Wain Choi Cheil Worldwide Global Executive Creative Director
Claus Adams Cheil Austria Chief Operating Officer
Dian Warsosumarto Cheil Austria Creative Director
Kaitlyn Wonjung Chang Cheil Austria Business Director
Mac Wong Cheil Austria Art Director
Andra Dehelean Cheil Austria Designer
Jonathan Schroeder Cheil Austria Copywriter
Bernd Georgsdorf Cheil Austria Account Director
Gregor Paulik Cheil Austria Digital Director
Philip Ogunfojuri Cheil Austria Digital Project Manager
Simon Dorner Simon Dorner App Ux/Ui Designer
Juergen Falb Pocket Science App Developer
Tae/Jong Tj Kim Cheil Worldwide Global Account Executive
Irene Lam Cheil Hong Kong Pr Director
Soomee Moon Cheil Worldwide Global Pr Manager

The Brief

Power Sleep is an innovative social donation platform that launched as part of Samsung’s global brand/CSR campaign under its ideal, “Technology only begins to have meaning, when put in the hands of human beings.” Open brief was given to communicate this to the world. Power Sleep is an alarm clock app that lets smartphone users donate unused processing power – based on the ‘grid computing’ concept. Existing grid computing platforms tended to be too ‘techie’, scaring away mass general users – thus biggest goal for Power Sleep was to make this amazing technology be actively used by a wider crowd.

Creative Execution

Integrated campaign around the app was executed in Austria, with headlines “Do good, while you sleep.” OOH posters portraying a sleeping couple and TVC that aired specifically at night-time only sparked intrigue about the app, encouraging users to download and participate. More detailed information was provided online, through a microsite, Youtube and social channels. Retail stores participated, where mobile phones on display donated power when stores closed. PR and social media helped amplify the conversation to a worldwide level, and mobile search and online ads facilitated direct downloads – all linking back to a single, GooglePlay app download link.

Describe the creative solution to the brief/objective.

The Power Sleep app was developed to work just like an alarm clock. By simply setting the alarm, users agree to donate small packets of CPU power to research labs every night. With the form of an alarm clock, the app was developed to be easier to understand and use. Because setting an alarm is an integral part of many people’s daily sleeping rituals, habitual repeat participation came naturally - unlike any other donation platform. The app was forecasted to be downloaded 100,000 times in 6 months – which was exceeded in only 2 weeks post launch.

Results

App was downloaded over 201,767 times, with 20% conversion rate from mobile search. With 58% awareness and 71% preference in Austria, campaign was covered in more than 650 media globally. Brand image post campaign surged on social responsibility attributes – traditionally weakest for Samsung. It has generated the most active conversations on social media around the brand in its history. Over 1 million megabytes have been calculated to date, meaning the world donated over 20,800 days of sleep together.Every morning, Power Sleep users all over the world are waking up to know they’ve contributed to good - simply by sleeping.