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Serviceplan Supports European Market Entry of South Korean Air and Water Purifier Coway

Hires, Wins & Business 81 Add to collection

Inaugural product launch campaign from Serviceplan and Plan.Net launches today in Germany with tagline 'I am an Air Maker'

Serviceplan Supports European Market Entry of South Korean Air and Water Purifier Coway

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. 

Rodney Ryu, general manager, America & Europe Team, Global Business Division II at Coway commented: ”We have been successful with our products on the market in the Asian region and the USA for years. That our products are invariably test winners proves that they conform to the highest quality standards. We would now like to prove this to European consumers too. We are delighted to be working together with an agency group that has a holistic view of us and our products, which is in harmony with the European market conditions.” 

Diane Schulz, business director, global key accounts, Serviceplan Group said: “It was our aim to establish Coway as a trusted premium brand in Europe. To do so, we collaborated  with our Creative Board to develop an emotional appeal specifically for the European market that clearly differentiates us from the competition, and with which we want to link to Coway’s  success in Asia and the USA. With our constantly growing global footprint we can best support Coway with its launch into Europe.”

Dennis Wachter, managing director, Plan.Net UX added: "Coway’s overriding mission to help people lead a healthier and happier life, and the increased desire of consumers to do so, combine perfectly to create a multi-layered experience. We are delighted to support the brand long-term across all disciplines, to set new standards in the European air-purifier market.” 

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Serviceplan Group/Plan.Net Group 

Business Director – Global Key Accounts Serviceplan Group Dennis Wachter, Managing Director Plan.Net UX: Diane Schulz

Senior Art Director Digital Plan.Net UX: Monika Jane Spindler

Motion Designer Plan.Net UX: Bianca Andrae

General Manager Plan.Net NEO: Markus Windisch

Teamlead Influencer Marketing Plan.Net NEO: Katrin Krautgasser

Teamlead Social Media Creation, Plan.Net NEO: Sabrina Hunn

Account Manager Social Media & Influencer Marketing Plan.Net NEO Ralf Richter, General Manager Plan.Net Performance: Kira Gyöngyösi

Senior Account Manager Plan.Net Performance: Magdalena Mader

Account Director Plan.Net Performance: Christian Cosimini

Account Manager Plan.Net Performance: Johann Drees

General Manager Serviceplan PR & Content: Britta Tronke

Senior Director Client Development Serviceplan PR & Content: Martina Brüggemann

Senior PR & Content Consultant Serviceplan PR & Content: Sarah Ostermann

Content Manager Serviceplan PR & Content: Susanne Kerst

Strategy Consultant Serviceplan Consulting Group: Luise Wernsmann


General Manager, America & Europe Team, Business Group II: Jihun Ryu

Senior Manager, America & Europe Team, Business Group II: Dongkyu Seo

Manager, America & Europe Team, Business Group II: Taekyung Lee

General Manger, Global Planning Team, Business Group II: Martin Lee

General Manger, Global Planning Team, Business Group II: Seongmin An 

General Manager, Global Planning Team, Business Group II: MyoungSoo Shin

Senior Manager, Global Planning Team, Business Group II: Bobby Kim

Manager, Global Planning Team, Business Group II: Chris Park

Serviceplan Germany, Mon, 19 Apr 2021 10:39:47 GMT