Staff Reporters
Nov 7, 2013

Line launches crowdsourced campaign in Thailand

BANGKOK - Mobile messaging provider Line has debuted its first TV spot for Thailand, a heartstring-tugging ad through McCann Worldgroup.

wide player in 16:9 format. Used on article page for Campaign.

‘Code’ (above) shows a man on a train receiving unintelligible Line messages, yet smiling about it. The reveal, if you haven't guessed, is that the messages are coming from his toddler daughter.

The campaign is one of three winning stories from 8,000 submissions received during the Line Story Contest held in September. The contest asked Line users to send in stories that illustrated how the messaging app connects and engages people.

“Some people believe technology is pushing us further apart, but the users’ stories showed that Line encourages sincere interaction with an emotional impact,” said Santi Suwanvalaikorn, executive creative director at McCann Worldgroup Thailand.

Thailand is one of the most important markets for Line, making up over 10 per cent of its global users. 

CREDITS

Executive creative director: Santi Suwanvalaikorn
Creative director: Chinnawut Awakul
Art director: Natha Taechaparipat, Kanon Umpomsirirat, 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

Topics

Related Articles

Just Published

6 hours ago

APAC consumers trust DTC websites more than ...

According to a Reprise study, consumers who prefer to engage with DTC brands and buy on their websites do so because they consider consumer brands to be more trusted, authentic and having a wider variety of products.

6 hours ago

Behind the 'overly successful' launch of Trust Bank ...

The marketers behind the new digital bank by Stanchart and FairPrice Group explain how accessibility, incentives and attention to user journeys ignited astronomical success that 'most other banks take a year to achieve'.

6 hours ago

Grey Singapore and Malaysia consolidate under new ...

The roles of the current Malaysia CEO and CCO are expanded to include full commercial and creative responsibility across both the Malaysia and Singapore studios.

6 hours ago

A humanoid robot feels the tenderness of human touch

BBH Singapore joins hands with Singaporean charity Touch to show the healing power of a hug.