Our smartphones’ CPUs are powerful. What if we could donate bits of this processing power to research labs, when we don’t use it? Various platforms of grid computing already exist – but heavily ‘techie’ and difficult for general users to participate.

That’s why the Power Sleep app was developed to look just like an alarm clock. By simply setting the alarm, users agree to donate small packets of CPU power to research labs every night. The 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 developed to be easier to understand and use than any other grid computing platform. Moreover, setting an alarm was an integral part of many people’s daily sleeping rituals -making habitual repeat participation possible, unlike any other donation platform.

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 sparked intrigue about the app. More rational, detailed information was provided through PR, where it was critical to communicate the ease of donation while rebuking general concerns about the technology. PR combined with social media helped amplify the communication to a global level – enabling more than 180,000 app downloads with over 21,492,233 impressions and 1,196,547 Facebook reach in 5 weeks, helping people from all over the world donate unused processing power for the good – while they’re sleeping.

Integrated campaign was executed in Austria, with headlines “Do good, while you sleep.” OOH and TVC that aired specifically at night-time sparked intrigue. Detailed information was provided online through Microsite, Youtube and social media. PR and social media amplified the communication globally – all linking back to a single GooglePlay app download link.

The app donates only when WiFi is connected and during charging – meaning no extra costs for the user. This is a totally new concept for a CSR platform - besides app development costs, neither the company nor the participants need to pay a dime to donate.

Partnering research SIMAP, calculating proteins as basic database for cancer research, originally had 60,000 users – Power Sleep increased this by a trifold within one month with 201,767 downloads. App received 9,731 ratings on Google Play, of which 68% gave perfect 5 points. 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.