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McCann WG Thailand brings user stories to life in inaugural campaign




McCann Worldgroup Thailand has launched Thailand’s first TV commercial for LINE, the world’s leading mobile messaging platform.


“CODE,” the first of three episodes, shows a man’s cryptic LINE messages that puzzle his friend who 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. “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. 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,” says Santi Suwanvalaikorn, executive creative director at McCann Worldgroup Thailand.


Thailand is one of the most important markets for LINE, making up over 10% 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.



ECD: Santi Suwanvalaikorn
CD: Chinnawut Awakul
Art Directors: Natha Taechaparipat, Kanon Umpornsirirat, Arnicknard Krobnoparat
Agency Producer: Siriwan Bamrungphol
Managing Director: Kittiwan Anuwatesakul
Account Manager: Apitchaya Borvornsettanan, Nuttawut Lertsrimongkol
Planner: Jenkanit Rujiramora
Director: Kumphol Witpiboolrut
Editing Company: MATAD
Sound Design / Arrangement: Cinedigital Sound Studio
Post Production: POSTERS


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McCann Asia Pacific, Thu, 07 Nov 2013 04:53:55 GMT