LINE launches first integrated regional campaign via McCann Worldgroup Singapore and Maxus
LINE, a leading mobile messenger service provider, recently launched its first regional integrated campaign via McCann Worldgroup Singapore and Maxus.
Featuring South Korean celebrity Siwon, best known as a member of k-pop boy-band Super Junior, the campaign initially launched in Southeast Asia and Hong Kong.
LINE is a free communication platform comprising mobile and web apps, with functions including instant messaging, VoIP calls, and entertainment and interactive features such as games, LINE camera, and many other apps under the LINE brand. Since its launch in June 2011, the platform has grown rapidly with currently over 130+ million users worldwide.
The campaign focuses on how LINE can bring you closer to your friends, family and loved ones. Unlike other messaging apps, LINE features a wide range of unique ‘stickers’ – larger, more expressive emoticons depicting original and well-known characters. By enabling users to better articulate and share their sentiments in messages, LINE can help build a closer, more intimate connection.
Over the course of the campaign, LINE will bring Siwon closer to his fans including talking to him via his LINE account and a competition to meet him in person, and the results will be brought to life across TV, print, events, digital and outdoor.
McCann Worldgroup, specifically McCann Erickson, MRM, and Momentum, in partnership with Maxus, was awarded the ATL, Social Media, Activation and Media regional business for LINE following a competitive pitch earlier this year.
The agency has been tasked with driving consumer awareness and accelerated growth across Southeast Asia and Hong Kong.
Said Ben Lightfoot, CEO McCann Worldgroup Singapore, “As our use of mobiles matures, people are moving away from wanting to simply connect with friends. People now want platforms which help them increase the quality of their relationships, to create deeper emotional connections with those closest to them.”
“LINE is pioneering a richer, more engaging approach to mobile communications – we’re very excited to be supporting them in their vision to become the world’s number one communication service.”
Credits – Executive Creative Director: Danny Higgins. Creative Director: Jatinder Sandhu. Art Directors: Alan Burles, Rob Omodiagb. Executive Account Director: Peter Skalberg. Regional Business Director: Steven Power. Account Manager: Mimi Lee. Broadcast Producer: Karen Leong.