KUALA LUMPUR, MALAYSIA — Water, air, and home wellness specialist Coway and creative agency Grey Malaysia have once again joined forces to launch “Rest with Coway,” a nationwide study of Malaysians’ dreams and resting habits, to educate and assist people in achieving quality rest in their everyday lives.
The campaign was released in two distinct phases. Phase One called on Malaysians to participate in a study centered around their rest habits and invited them to share the details of their dreams. This was then dramatically visualized into unique AI-generated artwork. With the guidance of a professional psychologist, the agency used all the subsequent data and insights to set the course for the campaign’s second phase.
In Phase Two, a microsite was launched, where people can search and discover the gallery of dreams from the public, learning and discovering the importance of a relaxed body and mind. Selected AI visualizations of the dreams were used in social, digital, OOH, and DOOH to drive the campaign. Insights from the study were data visualized and geo-located so that one could see what people in their location have been dreaming about. This drove further engagement, buzz, and conversation. The campaign created a platform for a new series of Coway products that hope to address Malaysians’ “rest” challenges, giving them an easier way to start their night on a perfect note.
“Have you ever experienced days when you wake up after a night’s sleep feeling less than refreshed? We found out that a huge 78% of Malaysians are not well rested at night, something we aim to improve by better understanding the dynamics of rest. We wanted to uncover its root causes to offer tailored solutions to help Malaysians attain the rest they truly deserve, whenever needed,” said Ryan Jung, Head of Marketing and Education Division at Coway Malaysia.
The campaign also included a Once-In-A-Lifetime Contest, which gave Malaysians the chance to win one of five exclusive prizes, such as a Private Island Escape, a K-Pop Experience Trip, A Day with Brand Ambassador Mira Filzah, a Dream Cash Prize, and a Full Dream Experience.
The team also collaborated with production company Directors Think Tank to produce a film that unveiled survey insights and restful solutions to those challenges. The film features Coway’s brand ambassador, Mira Filzah, joined by Coway customers as their dreams are visualized and brought to life with the help of generative AI.
“Dreams, we all have them, yet we know so little about them. Turning dreams into graspable imagery allows us to delve deeper into understanding the wondrous minds of Malaysians while opening up a completely new conversation about their resting and sleeping habits. This nationwide study showcases Coway’s commitment to staying at the forefront of innovation and continues to change the lives of Malaysians in every facet,” said Heng Thang Wei, Executive Creative Director of Grey Malaysia.
Graham Drew, Chief Creative Officer of Grey Malaysia, added, “Generative AI can do amazing things, but where it really comes to life is when it allows us to do things that simply weren’t possible before, like visually portraying the magical world of dreams that until now has only existed in our head. With the Coway Dream Study, we are revealing new sides of our humanity and using that data to visualize unique insights into the realm of rest that Coway can actively use to educate and innovate future products and services.”
Agency: GREY Malaysia
Chief Creative Officer: Graham Drew
Deputy Executive Creative Director: Heng Thang Wei
Associate Creative Director: Terces Pok
Creative Group Head: Charlene Ong
Senior Copywriter: Megan Ong Copywriter: Raja Farhana
Art Director: Anlyne Chen
Designers: Yee Qing, Aqeil, Tee Qi Xiang, Clement Ong
General Manager: Marcus SK
Account Director: Patricia Lee
Account Executive: Amanda Cheh
AV producer: Suzy Chiang
Production: Directors Think Tank
Film Director: Sling Ng
Producers: Tan Shu Ying Website Development: Colony Group, Comma Digital
Web Project Manager: Kelly Ng
Web UX/UI Lead : Samuel Tan
Web UX/UI Designer: Cheryl Ng
Web Developer: Andy Lim