2024 Cannes Lions Bronze Winner

The World’s 1st Product Recommendation Tool Based on Dreams

As an established leader in water and air purifiers, how could Coway leap into a whole new category and become the latest expert in rest and sleep?

Could Dreams Help Unlock Insomnia?

Famous

Nine out of 10 Malaysians reported experiencing insomnia in 2021. By investigating this nationwide need for more quality rest, we realised we could engage millions of potential customers. But surveys are boring and potentially invasive. So, instead of just asking people how they slept, we disguised our data collection by offering to visualise their dreams into unique, personal works of art.

As part of the submission process, dreamers were asked a series of simple multiple-choice questions about their pre-sleep routine; by combining this information with their dream descriptions – patterns emerged. This led to the creation of Dreamer Profiles that allowed Grey to craft highly personalised targeted messages, recommending each dreamer the perfect Coway product that could actively improve their rest and sleep.

Effective

83% Sales Conversion

Of the 5,278 dreams submitted, 4,379 bought a Coway product

Over USD8 million in sales during the campaign period