Creative Execution

Integrated campaign around the app was executed in Austria, with headlines “Do good, while you sleep.” OOH posters and TVC that aired specifically at night-time sparked intrigue about the app. Detailed information was provided online to fuel downloads. Retail stores also participated, where displayed phones donated power when stores closed. PR and social media helped amplify the communication globally – all linking back to a single, GooglePlay app download link.

The partnering research initiative SIMAP, calculating protein sequences as basic database for cancer research, originally had 60,000 users – Power Sleep increased this by a trifold within one month with over 201,767 downloads. The 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. With the help of a single mobile app, smartphone users can now help give hope to millions of cancer patients faster. This is a totally new concept for CSR - besides app development costs, neither the company nor the participants need to pay a dime to donate. Every morning, Power Sleep users globally are waking up feeling good, knowing that we’ve contributed to good – simply by sleeping.

Our smartphones’ CPUs are powerful. What if we could donate this processing power to research, when we don’t use it? Various platforms of grid computing already exist since the 90s – but heavily ‘techie’ and difficult for general users to participate - even worse on mobile. That’s why Power Sleep was developed to look just like an alarm clock – a native function in most smartphones. By simply setting the alarm, users agree to donate small packets of CPU power to research labs every night. App donates only when WiFi is connected and during charging – meaning no extra costs for the user. With the form of an alarm clock, the app was easier to understand and use than any other grid computing platform. Moreover, setting an alarm is an integral part of many people’s daily sleeping rituals – enabling habitual repeat participation for a donation platform like never before.