Results and Effectiveness

The app was downloaded over 201,767 times to date. The campaign generated 21,492,233 impressions with 58% awareness and 71% preference in Austria, being covered in more than 650 global media– generating $4,526,492 value. Youtube video became the 4th most watched video of all time in Austria. Brand image post campaign surged on CSR attributes – traditionally weakest for Samsung. It has generated the most active and positive conversations on social media around the brand in its history. Every morning, Power Sleep users from all over the world are starting the day knowing they’ve contributed to good - simply by sleeping.

Creative Execution

This campaign revolved fully around a smartphone app which acted as the main media. Integrated campaign encouraging users to download the app and participate was executed in Austria. OOH posters portraying a sleeping couple with headlines “Do good, while you sleep” and TVC that aired specifically at night-time only, showing a man going to sleep on his bed sparked intrigue about the app. More rational, detailed information was provided online, through a microsite, Youtube and social channels, complete with online banners and mobile search, fueling app downloads. Retail stores also participated, where displayed phones donated CPU power when stores closed. PR and social media helped amplify the communication to a worldwide level, exploding the number of participation on a global scale – all linking back to a single, GooglePlay app download link.

Insights, Strategy and the Idea

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.” 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 was to make this amazing technology more accessible to a wider crowd. By simply setting the alarm, Power Sleep users agree to donate small packets of CPU power to research lab servers every night, to help find cure for cancer faster. This single mobile app helped activate direct brand engagement much better than a traditional brand-image campaign, by inviting the whole world to do something good together - effortlessly, every day,at no extra cost.