Coway’s 'Made for me' campaign hits the tracks with immersive storytelling train

Coway Malaysia is taking its brand engagement to the next level with a first-of-its-kind storytelling monorail in Kuala Lumpur, extending its "Made for me" (MFM) campaign beyond traditional product-focused campaigns. Designed to celebrate real Malaysian voices and demonstrate the brand’s impact on everyday wellness, the Coway "Made for me" monorail transforms the city’s daily commute into an immersive, interactive experience.

Coway, a South Korean brand founded in 1989, offers water purifiers, air purifiers, and mattresses. It expanded internationally to Thailand in 2003 and entered Malaysia in 2006. Globally, BTS serves as its ambassadors, while local Malaysian ambassador Mira Filzah joined in 2023.

Traditionally, Coway Malaysia’s campaigns focused on individual products or launches. This time, the brand wanted a more holistic approach. “We wanted to create a brand campaign that connects all our product categories under a unified narrative,” a Coway spokesperson told A+M exclusively. “At the same time, we wanted to capture real customer voices because the customer’s perspective is closest to the heart of innovation.”

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This time, the brand's latest campaign spotlights authentic Malaysian experiences across air, water, sleep, and wellness solutions through six short films featuring Cassandra, Mike, Faris, and other real users. From breathing easier with air purifiers to rediscovering restful sleep, each story underscored how Coway products enhance daily life. These narratives are amplified through the monorail takeover, turning the city itself into a moving canvas for Malaysian stories.

For the campaign, a monorail train was wrapped entirely with campaign visuals and serves as both an advertising medium and an experiential touchpoint. Passengers are invited to “hop on” and immerse themselves in Coway’s storytelling while capturing iconic KL moments in a snap-and-hunt contest.

During the media launch, journalists and content creators boarded a chartered monorail for a 40-minute loop starting from Hang Tuah Monorail Station, experiencing first-hand the brand’s interactive storytelling approach. Guests also visited the TUAH 1895 viewing deck for panoramic photos of the monorail in motion, creating shareable moments across social media.

Ryan Jung, head of marketing and product division at Coway Malaysia, explained the brand’s broader objective: “Wellness isn’t a one-size-fits-all, but something deeply personal and attainable for everyone from all walks of life. Onboard the Coway 'Made for me' monorail, we are turning ordinary commutes into moments of reflection, showing that wellness is made for all, in every moment.”

The campaign is also designed to highlight the tangible impact of Coway’s products on Malaysians’ lives. Users featured in the campaign's visual displays shared experiences such as enjoying instant beverages with the Coway Dazzie, cleaner air with the Coway Storm II, improved sleep with Coway mattresses, and more. Each story exemplified how small, everyday interactions with Coway products can create meaningful improvements in comfort, convenience, and wellbeing.

Supporting the monorail experience, Coway’s agency partners included Grey for creative direction, Ampersand for media planning and execution, and Zeno Group for PR and overall activation. This multi-agency collaboration allowed Coway to combine immersive storytelling, interactive experiences, and media amplification to deliver a campaign that goes beyond conventional advertising.

Through the "Made for me" campaign which integrates narrative-driven content with experiential activations, Coway Malaysia is poised to strengthen its local marketing by reflecting the real lives of Malaysians. 

Earlier in January this year, Coway Malaysia thought out of the box by creating a box in the middle of the city which encourages Malaysians to rest. Its activation titled "Pause the City" put the hustle and bustle of the city to the backseat and provided rest pods featuring Coway BEREX massage chairs lined up for passersby to escape the daily grind and recharge on the spot.

The activation commenced with an unexpected flash mob performance which saw the dancers pausing in their movements for a minute, accompanied with soothing music. The flashmob aimed to remind Malaysians to take a moment to pause and rest. Asides from the resting pods and flashmob, the activation also saw HITZ FM announcers leading interactive games with visitors who stood a chance to win exciting prizes. 

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