Featuring South Korean celebrity Siwon, a member of K-pop boy-band Super Junior, the campaign focuses on how Line can bring users closer to their friends, family and loved ones.
Line is a free communication platform that offers instant messaging, calling, and entertainment and interactive features. Since its launch in June 2011, the platform has attracted more than 130 million users worldwide.
Over the course of the campaign, Line will bring Siwon closer to his fans by giving them opportunities to talk to him via his Line account and through a competition to meet him in person. The results will be brought to life across TV, print, events, digital and outdoor.
Ben Lightfoot, CEO at McCann Worldgroup Singapore, said people are moving away from wanting to simply connect with friends as the use of mobiles matures.
“People now want platforms which help them increase the quality of their relationships, to create deeper emotional connections with those closest to them,” he said.
McCann Worldgroup, namely 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 agencies have been tasked with driving consumer awareness and accelerated growth across Southeast Asia and Hong Kong.
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