LINE Today

How might we make reading the news relevant to youth?

Context:

Background

LINE TODAY is a news aggregator from LINE, a communication company. As a platform, LINE TODAY collates news from various news portal for users to access them in one go. LINE TODAY wants to increase its usage, especially amongst youth. The challenge to do so comes in two fold: most Indonesian youth rarely read the news, and those that doesn’t make it a habit to read from various sources.

The Thinking

Frame the benefit of LINE TODAY in a way that is relevant to the young. Instead of saying “LINE TODAY makes it easier for you to access the news”, we say “LINE TODAY helps you stay on top of conversations” – so much so that you can rap about everything new under the sun.

The Idea

Working together with local Indonesian rapper Saykoji and Indonesian singer Sheryl Sheinafia, we created a rap battle commercial where the two talents made raps using headlines from LINE TODAY.

Results

+19M views on Youtube

>1000 challenge submission within one week

Watch The Case Study Video:

Acknowledgements:

Year

2017

Client

LINE Indonesia

Lead Agency

MullenLowe Indonesia
RedComm

CCO/ECD/CD

Roy Wisnu
Hendra Ustriady
Untung Bimo

Creative Team

Okka
Bobby
Arie
Dara
Renne
Donna
Liendri

Account Team

Yovia Y
Livia M
Ilhamaji
Kisy

Strategy Team

Daniel Siswandi
Athia Fadhlina
Hana P

Project Management Team

Rionasta Achiel
Yenny Ernawati

Awards: