Thailand, Bankok –March 8, 2014 – LINE Corporation, owner and operator of the free call messaging app, LINE, announces LINE’s TV commercial "Closer", currently being broadcast in Thailand, won a silver medal in the Film Lotus category at the 17th Asia Pacific Advertising Festival (ADFEST: http://www.adfest.com/index.php
), the largest international advertising festival in the Asia-Pacific region.
The silver-medal-winning commercial is based on a true story from a LINE user in Thailand. The commercial’s emotional tale of a grief-stricken daughter receiving a message from her father reminding her that despite the loss of her mother, she still has a family that cares about her, has been picked up by the media not just in Thailand, but in Taiwan, Japan and other regions as well.
LINE planned an advertising campaign in Thailand under the slogan “More LINE, Much Closer”, and wanted to incorporate a true story from a Thai user that would evoke sympathy and reflect the company’s core concept of forging meaningful relationships.
Last September, LINE began collecting stories from its Thai users about how LINE connects them with their loved ones. Approximately 8,000 users responded with their LINE-related memories.
From these, LINE chose three stories to turn into commercials, which were broadcasted from October to December last year. As well as “Closer”, LINE chose the story of a young girl who cannot read but communicates with her father through stickers as the subject for the “Secret Code” TV commercial, and “Freshy”, the story of a first year university student who connects with a girl he likes through LINE.
The “Secret Code” also made it through to the final round of ADFEST, which shows the high level of interest this advertising campaign has garnered.
[LINE’s Thai Advertising Campaign]