Bobby Kim
Advertising Manager at Coway
TitleCoway
Agency
Campaign Coway
Advertiser Coway
Brand Coway
Date of First Broadcast/Publication
Business Sector Home Appliances, Furniture & Gardening
Tagline I am an Air Maker!
Philosophy The Covid-19 pandemic has not only altered markets but also market activity. For example, in Germany internet search enquiries for air purifiers have risen by 300 percent (Google Vertical Trend Reports, Nov 2020). This is the ideal time for Coway, South Korean market leader for air and water purifiers, to continue its success story in Europe. Since its founding in 1989, Coway has already successfully expanded into the USA and the wider Asian region with its air purifier brand the Airmega.

With the world’s largest research and development centre for water and air technology, the company ensures its innovative products meet the highest quality standards – also the best prerequisites to win the trust of German consumers who place particular value on quality and sustainability with regard to household devices.
In conjunction with an integrated Serviceplan Group team, Coway now wants to make an impact in the German, and eventually the entire European market. The holistic strategy for introducing the Coway brand and for launching its products includes brand strategy, creative translation, website and Amazon presence as well as the areas of search, social media, influencer marketing and PR. Instead of employing the usual channels, Coway is relying on Amazon as a marketplace and on a website presence as home of the brand for the launch.
The Serviceplan and Plan.Net agency units, who won the pitch in December 2020, will work together in an integrated way for the development and implementation. Control and support will be provided by the Global Key Account management in close coordination with the lead agency Plan.Net UX.
The first campaign to launch the product in Germany starts today under the tagline “I am an Air Maker!” The idea rests on the company’s principle of helping customers to achieve a greater sense of wellbeing and a healthier lifestyle by means of better, cleaner air. In addition to the new website and Amazon presence, these measures will be accompanied by an influencer campaign on social media as well as online and radio advertorials.
Media Type Corporate/Brand Identity
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