McCann Worldgroup Thailand has launched Thailand’s first TV commercial for Line.
Thailand is one of the most important markets for Line, making up over 10% of global users. The campaign aims strengthen brand loyalty among current Line users and enhance love for the brand to make Thais feel proud about the application.
The TVC “CODE”, came from one of three winning stories from the 8,000 submissions received during Line's Story Contest in September. 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.
“CODE,” is the first of three episodes. It shows a man’s cryptic Line messages that puzzle his friend who then asks, “What is that? A secret code?” The man replies, “It means, ‘I miss you.’” The commercial zooms in on the man’s infant daughter laughing as she types on Line. The clip closes with “More Line, much closer.”
“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,” Santi Suwanvalaikorn, executive creative director at McCann Worldgroup Thailand said