Last Thursday Line Indonesia launched its latest push in affirming the company’s position beyond providing a messaging platform by introducing Nic & Mar, its self-produced mini drama series that can be viewed from within the Line app itself through the @linestory account and on Line’s own YouTube account. The seven episode mini series follows the story of two former lovers reunited in Paris, thanks to Line, naturally.
On the heels of the wildly successful Ada Apa Dengan Cinta (AADC) one shot reunion short film last November, Line is expected to gain even further viewership for what is essentially a very long advertising for its messaging app.
The first episode of the story follows Nic, played by AADC star Nicolas Saputra, who is looking for advice on what to do while he is in Paris. A friend suggested that he contacts Mar, played by model and actress Mariana Renata, who happens to be in the same city, instead of poring through a tourist guide book. After contacting each other through Line, the pair, who hadn’t seen each other for a decade, began to catch up and Mar took Nic on a tour of the city.
Aside from new episodes which are published every Friday, Line has also published a music video of the soundtrack to the series sung by British indie musician Simon Adams as well as a teaser to the series and a 30 second TVC.
This strategy follows Line’s 2014 hit mini drama One Line Love starring Korean actor Lee Min Ho and Taiwanese actress Bea Hayden which centers around the use of Line and its stickers as a way for the pair to communicate with each other given their language barrier.
Creating these branded series certainly will help Line to entrench itself within the markets and give it a much greater exposure and awareness among consumers amid the highly competitive messaging landscape.