Winners & Shortlists

SAMSUNG POWER SLEEP

TitleSAMSUNG POWER SLEEP
BrandSAMSUNG ELECTRONICS AUSTRIA
Product/ServiceELECTRONIC EQUIPMENT
Category A02. CORPORATE RESPONSIBILITY
Entrant Company CHEIL AUSTRIA Vienna, AUSTRIA
Advertising Agency CHEIL AUSTRIA Vienna, AUSTRIA
Advertising Agency 2 KOBZA INTEGRA Vienna, AUSTRIA
Media Agency STARCOM AUSTRIA Vienna, AUSTRIA
Credits
Name Company Position
Claus Adams CHEIL Austria Chief Operating Officer
Kaitlyn Wonjung Chang CHEIL Austria Business Director
Wain Choi CHEIL Worldwide Global Executive Creative Director
Bernd Georgsdorf CHEIL Austria Account Director
Dian Warsosumarto CHEIL Austria Creative Director
Mac Wong CHEIL Austria Art Director
Andra Dehelan CHEIL Austria Graphic Designer
Jonathan Schroeder CHEIL Austria Copywriter
Gregor Paulik CHEIL Austria Digital Director
Phillip Ogunfojuri CHEIL Austria Digital Project Manager
Simon Dorner CHEIL Austria App Ux/Ui Designer
Gregor Almassy Samsung Electronics Austria Director Corporate Marketing/Customer Service
Marie Muhr Samsung Electronics Austria Head Of Customer Service
Reka Balint Samsung Electronics Austria Head Of Communications

The Campaign

Our smartphones' CPUs are powerful. What if we could donate this processing power to research, when we don't use it - to people who really need it? Various platforms of grid computing already exist to support scientific projects. They are heavily 'techie' and difficult for users to participate. Power Sleep is an Android app developed for Samsung Austria in cooperation with the University of Vienna. It works like an alarm clock - easy for everyone to understand and to use on smartphones and tablets. By simply setting the alarm, users agree to donate their idle CPU power to research labs, helping them perform scientific calculations for cancer and Alzeimer’s research. The app starts receiving small data packages, processes and sends them back until the alarm wakes you up. Setting an alarm is an integral part of many people's daily sleeping rituals, thus enabling repeat participation for a donation platform like never before. With the help of a single app, smartphone users are now able to do good – easily and free of charge, on a daily basis. All while they’re sleeping. To launch the app, an integrated PR campaign was rolled out, including national and international PR activities like press conferences, press releases, media relations and social media community management – in combination with an ATL launch campaign, covering TV, OOH and Digital. The initiative generated the most active, positive brand conversations on social and traditional media in Samsung Austria's history and corporate image preferences soared by +38%.

The Brief

The main strategic goal was to position Samsung as a responsible company and significantly improve its brand attributes in the categories CSR and Corporate Citizenship in Austria. The second goal was to further develop Samsung’s leading role as a technological pioneer and creative innovator. The operative campaign performance target was to generate 100,000 app downloads, positive media coverage and social buzz. Target audience: 1. The Austrian general public population Dialogue Groups: 2. General & Special Interest Media (national and international) 3. IT-Communities and Tech blogger 3. University of Vienna, scientific community 4. Samsung customers

Results

The Power Sleep initiative has excelled the expectations as well as the defined strategic and operative goals. Since its launch on Feb 14th 2014, the Power Sleep app was downloaded over 250,000 times. Over 1 Terabyte of data have been calculated, meaning the world donated over 20,800 nights of sleep together. 2 weeks after its launch Power Sleep became the Nr.1 trending app on Google Play Store (Austria, free apps), receiving 69% perfect 5-star user rating. The initiative created lots of social buzz and was featured in more than 650 media globally. The value generated through earned media showed impressive results of 352,320 USD for Austria and 4,164,462 USD worldwide (Advertising Value Equivalent measured online by Gorkana). The initiative generated the most active and positive brand conversations on social and traditional media in Samsung Austria's history and improved its local CSR image over 38% (Marketmind BrandMonitor, 2014).

Execution

Power Sleep works like an alarm clock - easy for everyone to understand and to use on smartphones and tablets. By simply setting the alarm, users agree to donate their idle CPU power to the University of Vienna, helping them perform scientific calculations for cancer and Alzheimer’s research. The app starts receiving small data packages, processes and sends them back until the alarm wakes you up. The mobile device must be connected to WiFi and to a power cord to make donating free of charge and ensures your mobile device is ready for your daily usage. An integrated PR campaign was rolled out under the claim 'Do good, while you sleep.” It included national and international PR activities like press conferences, press releases, media relations, social media management and a dialogue with tech and science bloggers – in combination with a classic ATL launch campaign, covering TV, OOH and Digital.

The Situation

Corporate Social Responsibility is an integral part of Samsung’s global corporate culture and business strategy. In Austria, Samsung is perceived as a highly innovative and likeable technology brand due to its attractive consumer products. A locally conduced brand research study (Marketmind BrandMonitor, 2013) showed weaknesses in corporate responsibility in Austria. Based on Samsung’s global CSR campaign “Launching People” and its credo that 'Technology only begins to have meaning, when put in the hands of human beings' a new national project was initiated to develop and launch an innovation-driven yet sustainable CSR engagement in Austria.

The Strategy

A strategic fundament was developed, raising following question: “Our smartphones' CPUs are powerful. What if we could donate this processing power when we don't use it?” Various platforms of grid computing already exist to support scientific projects by linking home PCs. But they were mostly very 'techie' and difficult for general users to participate, usually only accessible through your desktop pc. But grid computing relies on the power of many participants and the sales of pc are going down, mobile devices are on the up. The challenge was to popularize and to simplify grid computing. The solution: with an app. In cooperation with the University of Vienna as a credible national partner the Power Sleep app was invented.