Korean purifier brand Coway celebrates 1 million customers with new spot

Korean purifier provider Coway is celebrating its attainment of one million customers in Malaysia with the new campaign “One Million Homes in Malaysia”. Done in collaboration with Grey Malaysia and Directors Think Tank, the campaign features a film that follows the journey of water and air as they travel through different generations of homes, showcasing the technology that Coway employs in all of its products. The integrated campaign will be launched across cinema, TV, social media and other outdoor touchpoints. Ryan Jung, head of marketing of Coway, said it is a "very humbling, proud moment" for the team to have a million customers today, having been an integral part of the Malaysian family homes for over a decade. Meanwhile, Grey Malaysia's ECD Graham Drew said Coway is a "deeply personal" brand that understands what Malaysian truly needs. and the agency wanted to show the impact of the services that Coway has been offering. Sling Ng, film director at Directors Think Tank, said that it was important to create a seamless transition, connecting one scene to another. This is represented by a visual cue to show that water and air are an integral part of consumers' 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 a kind," Ng added.