Kuala Lumpur, Malaysia – Global communications network Grey Malaysia and home wellness specialists Coway have joined forces to launch the ‘Rest with Coway’ campaign that centers on Malaysians’ dreams and resting patterns.
The new campaign is part of a nationwide study on Malaysians’ dreams and resting habits. It also aims to educate and assist people in achieving quality rest in their everyday lives.
‘Rest with Coway’ is divided and released into two phases. In phase one, Malaysians are called to participate in the study centred around their rest habits and invited to share the details of their dreams. The data gathered is then dramatically visualised into unique AI-generated artwork.
During the course of the campaign, a professional psychologist is present to guide the process as the agency collects the subsequent data and insights to be used for the campaign’s second phase.
For 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. Furthermore, selected AI visualisations of the dreams will be used in social, digital, OOH, and DOOH to drive the campaign.
The 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. With this, the campaign is expected to drive further engagement, buzz, and conversation.
As part of the collaboration, the campaign will also create a platform for a new series of Coway products that hopes to address Malaysians’ ‘rest’ challenges, giving them an easier way to start their night on a perfect note.
The team collaborated with production company Directors Think Tank to produce a film that unveiled survey insights and restful solutions to the challenges of having a good rest. The film also features Coway’s brand ambassador, Mira Filzah, joined by Coway customers as their dreams are visualised and brought to life with the help of generative AI.
The ‘Rest with Coway’ campaign also includes a once-in-a-lifetime contest, which gives Malaysians the chance to win one of five exclusive prizes: 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.
Ryan Jung, head of marketing and education division at Coway Malaysia, 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.”
Speaking on the campaign, Heng Thang Wei, executive creative director at Grey Malaysia, also shared, “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.”
Meanwhile, Graham Drew, chief creative officer at Grey Malaysia, also said, “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 visualise unique insights into the realm of rest that Coway can actively use to educate and innovate future products and services.”
