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.” Our smartphones’ CPUs are powerful - what if we could donate bits of this processing power to research, when we don’t use it? Existing grid computing platforms under this concept tended to be too ‘techie’, scaring away mass general users. That’s why the Power Sleep app was developed to function just like an alarm clock. By simply setting the alarm at night, users agree to donate small packets of CPU power to research lab servers that night. Now smartphone users from all over the world can donate their unused processing power for a good cause - like cancer research – easily, on a daily basis, without paying a penny. Simply by sleeping.

App was downloaded over 201,767 times calculating over 1 Million megabytes together. The app became No.1 in lifestyle category in Austria, where the campaign was executed, and received 9,731 ratings of which 68% gave perfect 5 points. Moreover, the campaign has generated the most active and positive conversations on social media around the brand in Samsung Austria’s history.

With the help of a single app, smartphone users can now help give hope to millions of cancer patients faster. 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 CSR, where 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 they’ve contributed to good – simply by sleeping.

This campaign revolved fully around a smartphone app. Integrated campaign encouraging users to download the app and participate was executed in Austria, where OOH posters portraying a sleeping couple with headlines 'Do good, while you sleep' were placed in major locations throughout Austria. TVC designed to spark curiosity about the app was aired specifically at night-time only, which showed a man going to sleep on his bed. More detailed information was given online, through a microsite, Youtube and social channels. Retail stores also participated, where mobile phones on display donated CPU power when stores closed. PR and social media helped amplify the communication to a worldwide level – all linking back to a single, GooglePlay app download link.