Title | SAMSUNG POWER SLEEP |
Brand | SAMSUNG |
Product / Service | BRANDING & SOCIAL RESPONSIBILITY |
Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
Entrant | CHEIL 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 |
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 |
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.
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.
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.
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.