Korean brand Coway marks a million Malaysian customers with new campaign

Having hit the million consumer milestone in Malaysia, Coway, a Korean brand is running an integrated campaign. Created by Grey Malaysia in collaboration with Directors Think Tank, the campaign highlights the ways in which the brand has embedded itself in homes through the country.

Coway apparently achieved themillion home milestone following the greater than expected sales of its Ombak water purifier.

Speaking about the campaign, Coway head of marketing Ryan Jungsaid: “We have been an integral part of the Malaysian family home for more than a decade.

“We visit thousands of homes every day, ensuring all of our products are in peak condition at all times. In 2019, we are now part of one million Malaysian homes, it’s a very humbling, proud moment for all of us at Coway.”

Production house Directors Think Tank’s Sling Ng added: “I felt it was important to create a seamless transition, connecting one scene to another – a visual cue to show that water and air are an integral part of our lives; highlighting the importance of living pure.

“I also wanted the film to feel atmospheric and fluid – through a combination of motion-control camera arm and strategic visual compositing, we were able to produce a brand film that is one of its kind.”


Executive creative director: Graham Drew
Creative director: Heng Thang Wei
Senior copywriter: Charlene Ong
Art director: Terces Pok, Ralve Khor
Brand director: Marcus SK
Senior brand executive: Kamil Zulhaidi
Production: Directors Think Tank
Film director: Sling Ng
Producers: Heng Tek Nam, Tan Shu Ying
Media agency: Ampersand Advisory


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