Coway: Dream Decoded

Agency

Grey Worldwide Sdn Bhd

Client

Coway Malaysia

Product/Service

House Electrical Appliances

Brief

As an established leader in water and air purifiers, how could Coway leap into a whole new category and become the latest expert in rest and sleep?

Solution

9 in 10 Malaysians reported experiencing insomnia in 2021. We explored this widespread need for better sleep and tapped into a vast potential customer base. However, traditional surveys can feel dull and intrusive. Instead of merely asking how people slept, we transformed data collection into an engaging experience by offering to visualize their dreams as unique works of art.

As part of this process, participants answered a series of simple multiple-choice questions about their pre-sleep routines. By combining this information with their dream narratives, we uncovered meaningful patterns. This led to the creation of Dreamer Profiles, enabling Grey to deliver highly personalized messages—recommending Coway products tailored to enhance each individual’s sleep quality.

This one-of-a-kind digital campaign achieved impressive engagement, boasting an astonishing 83% sales conversion rate and generating $8 million in revenue during its run. This translates to a remarkable 627% retur