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.

The app has been downloaded over 201,767 times to date. The campaign generated over 700,966 Youtube views and 1,196,547 reach on Facebook. The campaign was covered in more than 650 media globally - generating $4,526,492 net worth media value. Brand image post campaign saw biggest increase on social responsibility attributes – traditionally weakest for Samsung. It has generated the most active conversations on social media around the brand in its history.

Most important, every morning, Power Sleep users from all over the world are starting the day feeling good, knowing they’ve contributed to a greater good - simply by sleeping.

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 this processing power to research, 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 Power Sleep looks 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 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.