Coway Malaysia repurposes K-pop hit into song about its after-sales service

Korean consumer electronics brand Coway has turned to K-pop for a new campaign for Malaysia. Called ‘Codynation’, the campaign has been created by Grey Malaysia in collaboration with production house Directors Think Tank.

The campaign refashions K-pop hit Nobody by Wonder Girls into a video highlighting the after-sales service of Coway, delivered by the “Cody” or Coway lady team.


Coway Malaysia head of communications Ryan Jung said: “The Cody team has assisted us in growing our business and allowed us to retain our spot as market leader. This is the year we acknowledge these personnel who are often overlooked as they are most of the time behind the scenes.

“We created this campaign to also mark another milestone for Coway in Malaysia as our Cody staff count has hit 5,000 this year, and still growing. 

“We had celebrated our mark of being in 1 million homes earlier this year. It’s a very humbling yet proud moment for all of us at Coway.”

Grey Malaysia executive creative director Graham Drew added: “We were tasked with getting general Malaysians to understand the excellence in service that a Cody stands for.

“There are steps and standards that need to be adhered to unfailingly, to ensure the best quality is delivered. We saw these steps as a memorable song and dance – an opportunity to drive the messaging of ‘Excellence in every step’ and deliver it with a pinch of fun. 

“Repopularising a great earworm by the Wonder Girls is the right choice for the brand – marrying a well-loved K-pop tune with local faces. We hope our spin on the song will get people bopping their heads and tapping their feet whether they are on their sofas, driving or walking on the streets.

The campaign will play out over television, radio, social media and outdoor. 


Executive creative director: Graham Drew

Creative director: Heng Thang Wei

Senior copywriter: Charlene Ong

Junior group head: Terces Pok

Art director: Ralve Khor

General manager: Jo Yau

Senior brand director: Marcus SK

Senior brand executive: Kamil Zulhaidi

Producer: Suzy Chiang

Media agency: Ampersand Advisory

Production: Directors Think Tank

Film directors: Sling Ng, Naoto Mitake

Composers: Oliver Stutz and Adrienne Yong


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing