Home appliance brand Coway launched a Korean-pop inspired music video to highlight its training process of the new recruits.
The Codynation campaign video is created by Grey Malaysia in collaboration with production company Directors Think Tank. It features the song 'Nobody' by Wonder Girls all carrying out key attributes of a Cody (Coway Lay) with Adibah Noor acting as the master trainer.
The campaign will run across TV, radio, social media and various outdoor touchpoints.
Ryan Jung, head of Coway Malaysia’s head of communications, said: “The Cody team has assisted us in growing our business and allowed us to retain our spot as market leader. This is the year we acknowledge these personnel who are often overlooked as they are most of the time behind the scenes.
He added: “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."
Graham Drew, executive creative director of Grey Malaysia said: “We were tasked with getting general Malaysians to understand the excellence in service that a Cody stands for. There are steps and standards that need to be adhered to unfailingly, to ensure the best quality is delivered. We saw these steps as a memorable song and dance – an 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."