Not getting enough rest? Coway MY will help you figure out why

Coway and Grey Malaysia have launched a nationwide study to understand the dream and resting habits of Malaysians as it looks to educate and assist people in achieving quality rest in their everyday lives.

Called “Rest with Coway”, the campaign aims to create a platform for a new series of Coway products that looks to address Malaysians' 'rest' challenges. It is set to be released in two distinct phases. The first phase calls on Malaysians to participate in a study centred around their resting habits and invites them to share the details of their dreams. The results of the study will then be used to create AI-generated artwork. “With the guidance of a professional psychologist, the agency will use the subsequent data and insights to set the course for the campaign’s second phase,” Grey Malaysia said.

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In Phase Two, a microsite is 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.

According to Grey Malaysia, selected AI visualisations of the dreams will then be used in social, digital, OOH and DOOH to drive the campaign. Insights from the study will be data visualised and geo-located so that one can see what people in their location have been dreaming about. This aims to drive further engagement, buzz and conversation.

Coway Malaysia’s head of marketing and education division, Ryan Jung said, "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.”

Regarding generative AI, Grey Malaysia’s chief creative officer, Graham Drew said, “Generative AI can do amazing things but where it 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.”

Grey Group inaugurated its Malaysia operations in October last year, with Irene Wong as CEO of Malaysia, and Graham Drew as chief creative officer of Malaysia. They are taking on full commercial and creative responsibility for both countries.

Meanwhile, Singapore CEO Konstantin Popovic will leave at the end of the year to refocus his career on his passion for sustainability. He has been with Grey Singapore for eight years and spent 30 years in the industry. Popovic was handed the Singapore CEO role in 2018, replacing Subbaraju Alluri who left to take on the newly created role of area director - Indonesia and Thailand.

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