Coway Malaysia taps on 3 agency partners as integrated pitch concludes

Coway Malaysia, a water filtration and air purifier company based in South Korea, has appointed Grey Malaysia, UM and GO Communications to manage creative, media and PR duties respectively. Coway's spokesperson confirmed the appointments are for a year. A+M understands that as part of the pitch, agencies were required to share a full list of activities for 2020 during the pitch.

A+M also understands Coway previously worked with Grey, Ampersand Advisory and SLPR Worldwide for creative, media and PR respectively. Grey's GM Jo Yau told A+M that the agency was reappointed for its strong strategy and this was strongly supported with insights that lead to breakthroughs in creative ideas. Yau added that Coway has been very happy with the team's work in the last two years that it has engaged the agency.

Meanwhile in 2016, it worked with Leo Burnett to manage integrated duties covering advertising, social, digital and PR following a two-month long selection process. In June last year, the company organised the Coway Run for the third consecutive year with the theme "Wind and Water, Back and Better". Sponsors for the run were New Balance, Refresh by Re:NK, Tiger Balm, Garmin, Blackmores and EPRO. According to the company, the Coway Run 2019 channeled RM10 for every registration to its annual CSR initiative "Happy Water Project".

It also revived the renowned K-pop hit "Nobody" by putting a local twist to the song in its music video titled “CODYNATION”. Coway produced the video to educate Malaysians on its superior after-sales service. Earlier last year, it also celebrated its attainment of a million customers in Malaysia with the “One Million Homes in Malaysia” campaign. The campaign featured a spot that followed 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.

Coway also sought to draw attention to its water purifier OMBAK in 2018 with a campaign that featured an innovative hand-crafted paper-cut technique. The campaign took the viewer on a “journey through a glass” to showcase all of the diverse situations and temperatures that the machine can cater for.