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Coway creates a K-pop inspired music video to highlight its services

Nobody But Cody (ft. CodyNation & Adibah Noor)

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."

: 'Nobody But Cody (ft. CodyNation & Adibah Noor)'

Agency:
Client:
Date: September 2019
CODYNATION, a new campaign by Grey Malaysia, marks a significant landmark for Korean brand Coway: a Korean-pop inspired music video with all-Malaysian talents.
Made in collaboration with production company Directors Think Tank, CODYNATION was created to educate the Malaysian public on the superior after-sales service provided by the Cody (Coway Lady) team: an army of 5,000 personnel trained by Coway to deliver both excellent technical service and customer relations.
Using the popular song ‘Nobody’ by Wonder Girls, the 4 key attributes of a Cody – SPEEDY, EXPERT, CARING and ALERT – are emphasized through the song’s catchy chorus. The rest of the lyrics were also rewritten to elaborate on these attributes. Iconic entertainer Adibah Noor takes the role of a ‘master trainer’ in the colourful video to highlight the brand’s legacy of diligent training each new Cody must undergo.
Credits:
 
 
Executive Creative Director: Graham Drew
 
Creative Director: Heng Thang Wei
 
Senior Copywriter: Charlene Ong
 
Junior Group Head: Terces Pok
 
Art Director: Ralve Khor
 
General Manager: Jo Yau
 
Senior Brand Director: Marcus SK
 
Senior Brand Executive: Kamil Zulhaidi
 
Producer: Suzy Chiang Media Agency: Ampersand Advisory
 
Production: Directors Think Tank Film Directors: Sling Ng, Naoto Mitake
 
Composers: Oliver Stutz & Adrienne Yong
Tags: Malaysia
 
 
 
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