Vodafone DreamLab, which launched in New Zealand last week, is encouraging people to donate their phone's processing power to help fast-track cancer research. In a campaign by FCB, it's showing Kiwis all they need to do is download the DreamLab app and turn it on while their phones charge overnight.
The campaign is fronted by Kiwi musician and broadcaster Anika Moa, who has herself experienced a family loss to cancer. The minute-long spot sees Moa depicting the app while walking the streets in her pyjamas. She encourages Kiwis to jump on board stating, “a little snooze goes a long way”.
The campaign consists of a hero TVC which is supported by a number of social videos, contextual pre-rolls and eDMs.
Vodafone New Zealand chief executive Russell Stanners says, most people will be affected by cancer at some stage in their lives, either directly or indirectly so it’s fair to say that we all have a vested interest in finding a cure.
“We wanted to show Kiwis that you don’t have to sacrifice a lot to help, something as simple as downloading an app can have a massive positive influence. Vodafone DreamLab demonstrates a way we can use our smartphones for a greater good.”
To promote the app, FCB has instigated a nationwide sleep-in on Friday 18 May, challenging businesses to let their employees start work at 10am.
Chief creative officer at FCB New Zealand James Mok says getting New Zealand involved by inviting them to take part in a nationwide sleep-in is a great win-win-win for the public, accelerating cancer research, and everyone affected by cancer.
“It’s brilliant how many companies are already getting onboard by asking their staff to download the app and giving them an extra hour of sleep. #goodnightcancer.”