More LINE, Much Closer

This case study describes how LINE, a mobile messenger service, held a contest and co-creation strategy to emotionally engage with users in Thailand.

More LINE, Much Closer

Jenkantit Rujiramora

Campaign details

Brand owner: Line Plus CorporationLead agency: McCann WorldgroupBrand: LINECountry: ThailandIndustry Mobile providersChannels used: Content marketing , Earned media, buzz, Games and competitions , Internet - general, Internet - microsites , Mobile and apps , Online video , Outdoor, out-of-home, Public relations, Social media , Television, Word of mouth, advocacyMedia budget: 3 - 5 million

Executive summary

This case study describes how mobile messenger Line appealed to Thais by using real stories in its commercials.

Line is the number 1...

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