The Situation - Coway, the number one water and air purifier brand, faced increasingly stiff competition. This led them to expand further into the home through mattresses, air-conditioners and massage chairs. Compounding the situation is that it’s a very low-interest category - when was the last time you thought about changing your mattress or air-conditioner? Even experts’ advice is to change your mattress only every 6-8 years.

The Brief- Gain a foothold in this new category by exploring the societal need for better rest and sleep, gaining saliency, credibility and ultimately sales of the new suite of products

The objective – Create a compelling new brand platform to engage the public in this low interest category by filling the expertise void on sleep to rapidly build permission and credibility.

Ultimately for Malaysia’s expert in water and air, to become the latest expert in rest and sleep.

Don’t be a mattress selling expert - become the sleep expert by decoding dreams.

Dreams are an enticing mystery, common to us all. The engaging hook we needed to unlock all the personal sleep data we needed to build a new dialogue on sleep.

We disguised our data capture as an innovative CTA – Tell us your dreams, and we’ll turn them into beautiful artwork

Creating a unique database of sleep behaviors that can be analysed, understood and shared with Malaysians to build awareness and credibility for the offering and permission to provide a highly targeted communications based on their personal situation.

In other words, The first product recommendation tool, based on dreams

We disguised our data capture with an innovative call to action – Tell us your Dreams and we’ll visualise them into unique artwork for you to share.

Part of the submission process was series of simple MCQs that supplied additional information about their pre bed time behaviours, sleep environments, sleep patterns, mattress preferences, and sleep quality.

We then analyzed the data to understand the strongest correlations between preferences/ routines to quality of sleep and, ultimately, the impact on the emotionality and topics of dreams.

We then used this information to train a product recommendation engine. Leaving us with the first personalized mattress and product recommendation engine based on a person’s dreams. This provided a unique and personalized way to engage our audience by being able to offer them a specific product solution, based on their sleep behaviour, to provide them with healthier sleep and ultimately sweeter dreams.

‘Rest with Coway’ was launched nationwide for three months.

We created a launch film on YouTube and IG, using AI dream imagery that invited people to tell us their dreams and drove them to the campaign website.

The dream entries were individually visualised and uploaded onto a dynamic online map of the Malaysian dreamscape - enabling anyone to search and see what Malaysia was dreaming of.

Ultimately, every dream submission was converted into a unique artwork, which was sent directly back to the customer with an analysis of their dream, insights on how to sleep better and the perfect product that could specifically improve their rest and sleep.

Selected dreams were also uploaded onto digital OOHs in 123 locations across 6 states - all carrying our CTA and driving more submissions.

Result #1 – Awareness of New products - 24 million people reached across Malaysia > 27 million video views across various digital platforms, with 72% of viewers on YouTube completing the entire video > 935,000 clicks to dream website and articles for further information > RM916,999 free media PR value

Result #2 - increased sales - 5278 dream submissions converted to 4,379 products sold during the campaign period - meaning 83% of participants who submitted their dreams returned and bought at least one Coway product - resulting in RM38 million worth of sales ($8M USD)

Result #3 - boosted business performance > Overall, it contributed to the business with an increment of 11.4% within the first two months right after the campaign was launched