McCann Worldgroup Thailand brings user stories to life in LINEâ€™s inaugural campaign

BANGKOK – November 7, 2013 – McCann Worldgroup Thailand has launched Thailand’s first TV commercial for mobile messaging platform LINE.

“CODE,” the first of three episodes, shows a man’s cryptic LINE messages. Puzzled, his friend asks, “What is that? A secret code?” The man replies, “It means, ‘I miss you.’” Then we see the man’s infant daughter laughing as she types on LINE. Then this message is seen: “One of the great stories from over 30 million LINE users in Thailand.” The clip closes with “More LINE, much closer.”

“CODE” is one of three winning stories from the 8,000 submissions received during the LINE Story Contest in September, McCann Worldgroup said in a press release. The contest asked for stories about how LINE enriched users’ lives and submissions demonstrated how LINE connects people, deepens understanding and acts as a fun platform for engaging conversation.

“Our goal is to show how LINE connects with Thais. Some people believe technology is pushing us further apart, but the users’ stories showed that LINE encourages sincere interaction with an emotional impact. We focused on this to bond LINE with our audiences,” said Santi Suwanvalaikorn, executive creative director at McCann Worldgroup Thailand.

Thailand is one of the most important markets for LINE, making up over 10 percent of global users. LINE has 280 million users in 230 countries. The campaign aims to maintain LINE’s leading position in the mobile application and smartphone field, strengthen brand loyalty among current LINE users and enhance love for the brand to make Thais feel proud about the application.