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  • SUB CATEGORY :
    INNOVATIVE COMMERCE
  • ENTRANT COMPANY :
    GREY MALAYSIA, KUALA LUMPUR
  • TITLE :
    DREAMS DECODED
  • BRAND :
    COWAY MALAYSIA
  • ADVERTISER :
    COWAY MALAYSIA
  • AGENCY :
    GREY GROUP MALAYSIA, KUALA LUMPUR
  • CHIEF EXECUTIVE OFFICER :
    IRENE WONG
  • GENERAL MANAGER :
    MARCUS SK
  • CHIEF CREATIVE OFFICER :
    GRAHAM DREW
  • DEPUTY EXECUTIVE CREATIVE OFFICER :
    HENG THANG WEI
  • ASSOCIATE CREATIVE DIRECTOR :
    TERCES POK
  • CREATIVE GROUP HEAD :
    CHARLENE ONG
  • ART DIRECTOR :
    ANLYNE CHEN
  • SENIOR COPYWRITER :
    MEGAN ONG
  • COPYWRITER :
    RAJA FARHANA
  • AGENCY PRODUCER :
    SUZY CHIANG
  • DESIGNER :
    YEE CHING YAP/AQEIL AZIZ/CLEMENT ONG/JIN JIN LANG/
    QI XIANG TEE
  • BRAND DIRECTOR :
    PATRICIA LEE
  • BRAND EXECUTIVE :
    AMANDA CHEH
  • HEAD OF STRATEGY :
    CINDY QUEK
  • SENIOR PLANNING MANAGER :
    ALYSSATEH
  • PLANNER :
    NAHZATUL AHMAD NOOR
  • MEDIA AGENCY :
    AMPERSAND ADVISORY, KUALA LUMPUR
  • SENIOR PLANNING MANAGER :
    CHAN MEI YUN/JOSEPHINE HENDRICKS
  • PLANNING MANAGER :
    ZACK WONG
  • MEDIA PLANNER :
    XIN QI NG
  • CLIENT PARTNER :
    LEE TZE YOON
  • MANAGING DIRECTOR :
    AMANDA LEONG
  • ACCOUNT DIRECTOR :
    DANIEL NG
  • SENIOR MANAGER :
    ZOEY TAN
  • MANAGER :
    SALLY LEE
  • EXECUTIVE :
    LEE YU QI
  • ASSOCIATE EXECUTIVE :
    VIVINNA NIESHA
  • FILM PRODUCTION COMPANY :
    DIRECTORS THINK TANK SDN BHD, KUALA LUMPUR
  • DIRECTOR :
    SLING NG
  • DIRECTOR OF PHOTOGRAPHY :
    ZAINUDIN MOHAMED
  • EXECUTIVE PRODUCER :
    PAT SINGH
  • PRODUCER :
    SHU YING
  • PRODUCTION DESIGNER :
    KOK WEI
  • POST-PRODUCTION COMPANY :
    TANK 3 ASIA, KUALA LUMPUR
  • SOUND PRODUCTION COMPANY :
    TANK MUSIC, KUALA LUMPUR
  • CAMPAIGN SUMMARY :
    As the number one water and air purifier brand in Malaysia, Coway is faced with an ever more competitive landscape. Hence they we’re expanding further into the home - with mattresses, air-conditioners and massage chairs.
    With a limited budget, they needed to gain traction in consumers mindset, when only long-established brands were seen as specialists.
    In response to wave of post-pandemic news media telling us that Malaysians are not getting enough rest, we set ourselves the challenge of finding out more about the causes of this - so we could position how our products could help them rest better.
    Nobody likes filling out surveys, that’s a fact. Instead, we offered them something completely unique - tell us your dreams and we will use the latest AI technology to visualise them in to unique, personal work of art.
    Thousands of Malaysians from all over the country submitted their dreams, as part of the application process, they also told us all about their pre-sleep routine.
    This gave us two unique data sets - 1) the narrative of their dream,
    2) their pre-sleep routine.
    Combining this data we created unique dreamer profiles - revealing insights that told us all about how their sleeping environment and behaviour affected their dreams and sleep quality.
    It also told us, most crucially, which of our products could help them rest better, creating the first product recommendation tool based on dreams.
    So when all of the applicants were eagerly awaiting their dream artwork, they also got an analysis of the dream and personal product recommendation.
    Of the 5,278 people that submitted their dreams, an incredible 4.379 went on to purchase a coway product. Resulting in a conversion rate of 83% and over $8m USD of sales.
  • CREATIVITY/IDEA/INSIGHT :
    Sleep is over 1/3 of our lives, it's crucial to out physical and mental health, yet we know so little about it.
    We needed to know more about how Malaysians rest, in order to create a new product positioning for Coway that could stand out from the competition. To do that we needed to provoke people with something totally new - one thing that is endlessly fascinating, is our dreams..
    But we couldn't just ask people to tell us their dreams, instead we rode the AI wave to utilise that tech in a unique way. We talk about them all the time, but now you could actually show people what they might have looked like.
    This was the hook that enabled us to also ask them all about their sleep environment and routine - to get all of that valuable customer data.
  • STRATEGY :
    As a newcomer, the entry barrier was obvious to us:
    Typically, only long-established brands come to people’s minds as these brands have built their reputation as specialists in their respective categories.
    Therefore, we needed to present all 3 products under a single banner - which our competitors as individual category specialists couldn’t offer - so people would see Coway as a credible brand for mattress, massage chair and air-conditioners.
    But that was not enough to convince people that Coway offers better products.
    We needed to demonstrate that Coway understands every detail of their bedroom behaviours and the factors that affect their personal bedroom routines - not just 'this is a great bed' - but this is a great bed for YOU and here's WHY.
    To do that, we needed personal customer data + a sensational creative platform that engaged them in the first place.
    By combining both sets of data, we unveiled the intricate connections between dreams, sleep routines, and patterns of each participant and were able to generate personalied, targeted comms .
  • EXECUTION :
    We created a launch film on YouTube and IG, using AI dream imagery that invited people to tell us their dreams and drove them to the campaign website.
    The dream entries were then individually visualised and uploaded on to a dynamic on-line map of the Malaysian dreamscape - enabling anyone to search and see what Malaysia was dreaming of. Selected dreams were also uploaded onto product as on DOOH across 6 states -
    all carrying our CTA and driving more applications
    Every dream application was converted into a unique work of art, which was sent directly back to the customer with an analysis of their dream, insights on how to sleep better and the perfect product (with a promotional price) that could specifically improve their rest and sleep.
  • RESULT :
    Result #1 - captured attention
    24 million people reached across Malaysia
    27 million video views across various digital platforms, with 72% of viewers on YouTube completing the entire video
    935,000 clicks to website and articles for further information
    RM916,999 free media value
    Generated 15.2k reactions, comments, and shares on social media
    Result #2 - increased sales
    83% of participants who submitted their dreams returned to complete their submission and bought at least one Coway product, resulting in RM38 million worth of sales:
    5,278 dream submissions
    4,379 products sold during the campaign period
    Result #3 - boosted business performance
    Overall, it contributed to the business with an increment of 11.4% within the first two months right after the campaign was launched.
    The rich insights from all the dreamer profiles are now being compiled into an insight report that will be published soon and is being used by the Coway R&D department for future product developments
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