Coway, a South Korean water filtration and air purifier company, has released a K-pop inspired music video titled “CODYNATION” featuring Malaysian talents. CODYNATION was created to educate the Malaysian public on the superior after-sales service provided by the Cody (Coway Lady) team: an army of 5,000 personnel trained by Coway to deliver both excellent technical service and customer relations.
Done in collaboration with Grey Malaysia and Directors Think Tank, the video repurposes the song “Nobody” by K-pop girl group Wonder Girls and emphasies the four key attributes of Cody in the chorus – speedy, expert, caring and alert. The rest of the lyrics were also rewritten to elaborate on these attributes. Entertainer Adibah Noor takes the role of a “master trainer” in the colourful video to highlight the brand’s legacy of diligent training each new Cody must undergo. The spot runs on TV, radio, social media and outdoor.
Ryan Jung, Coway Malaysia’s head of communications, said the Cody team has assisted it in growing the business and allowed the company to retain its spot as market leader. This is the year Coway acknowledges these personnel who are often overlooked as they are most of the time behind the scenes, Jung said.
“We created this campaign to also mark another milestone for Coway in Malaysia as our Cody staff count has hit 5,000 this year, and still growing. This is certainly another big achievement for us as we had celebrated our mark of being in 1 million homes earlier this year. It’s a very humbling yet proud moment for all of us at Coway,” he explained.
Meanwhile, Graham Drew, Grey’s ECD, said the team saw the opportunity to drive the messaging of “Excellence in every step” and deliver it with a pinch of fun.
“Repopularising a great earworm by the Wonder Girls is the right choice for the brand – marrying a well-loved K-pop tune with local faces. We hope our spin on the song will get people bopping their heads and tapping their feet whether they are on their sofas, driving or walking on the streets. We’re excited with the outcome and thankful to Coway for giving us the opportunity to work on this project,” he explained.
Executive Creative Director: Graham Drew
Creative Director: Heng Thang Wei
Senior Copywriter: Charlene Ong
Junior Group Head: Terces Pok
Art Director: Ralve Khor
General Manager: Jo Yau
Senior Brand Director: Marcus SK
Senior Brand Executive: Kamil Zulhaidi
Producer: Suzy Chiang
Media Agency: Ampersand Advisory
Production: Directors Think Tank
Film Directors: Sling Ng, Naoto Mitake
Composers: Oliver Stutz & Adrienne Yong