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THE 14TH ANNUAL SHORTY AWARDS

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Coway

Entered in Video Ad

Objective

Coway is a Korea-based home health and wellness brand. As their Digital AOR, we are working with their US team to help grow Coway's US direct-to-consumer business and increase sales and margin by strengthening their brand awareness and driving consideration in this market. 

In 2021, AMP Agency was tasked with creating Coway USA’s first-ever full-production Brand Campaign, complete with video assets and custom photography. In addition to generating awareness for the brand, we sought to establish an emotional connection between Americans and Coway, thus positioning the brand as the “healthy home” expert.

Strategy

As Coway’s first full-production US campaign, our challenge was to generate awareness among Americans to become top-of-mind in the category.

As we all know, and our research showed, our relationship with our health and our homes has changed significantly over the past two plus years. With that in mind, this campaign was positioned to showcase how Coway can elevate and evolve our homes in response to a renewed emphasis on health and home. We explored a variety of creative concepts that spanned a spectrum of emotional approaches, ultimately landing on the concept “Remix your home”. Our core message was to invite consumers to transform their own home into the health sanctuary they’ve been dreaming of, with the help of Coway. We showed this home transformation through the storyline of our main character, who is first seen dropping the needle on a record as she begins her day of upgrading her home. She dances through each room as the decor whimsically modernizes with the addition of each Coway product (Airmega Air Purifiers, Bidetmega Bidets, Aquamega Water Purifiers). Driven by energetic music, and without a voice over, this spot communicates Coway's key product benefits in an engaging and concise way.

From this one 30-second Brand video, the AMP team was able to create a suite of new assets for the Coway team ranging from product-specific category videos (for Airmega and Bidetmega), paid and organic social posts, display banners, and website assets.

Results

The Coway "Remix Your Home" Campaign launched in December of 2021, so at this time we are still awaiting key results and metrics on this campaign specifically. That said, AMP's collective efforts as their Digital AOR have unlocked Coway's ability to scale their number of monthly sales - helping them reach their annual sales goal before Q4 2021. Now in early 2022, Coway is on pace to once again increase their sales by 76.92%.

Media

Video for Coway

Entrant Company / Organization Name

AMP Agency, Coway

Links

Entry Credits