Coway Massage Chair: Feel Like A Brand New You

Agency

Grey Worldwide Sdn Bhd

Client

Coway Malaysia

Product/Service

House Electrical Appliances

Brief

In 2023, Coway — established as a water and air purifier expert — moved further towards their goal to be a holistic life care company by tapping into other aspects of life. One of these aspects is the art of relaxation offered by massage chairs.

When we looked at the massage chair scene, we realised these products are almost always framed as luxuries; gifts for your elders and loved ones on Mother’s, Father’s, Valentine’s Day. What if we framed the Coway Massage Chair as a gift…to yourself?

Solution

Younger people deserve love too. Our campaign spoke to the millennials at risk of burnout — and whose championing of the “treat yourself” movement made them a great advocate for this self-care chair.

Our film presents the Coway Massage Chair as a means to brings out a better, newer version of the burnt-out self. The chair transforms our stressed-out hero into an elevated version of herself, literally—Roller Bot (a dynamic dancer), Lady Push (a soft playful persona) and Serene Queen (who puts the world on silent mode).