LINE launches new TVC featuring Jessy Mendiola & Matteo Guidicelli

Darin Dae Yun Hwang (Manager of LINE PLUS Corporation) and Jin-woo Lee (the Business Representative of LINE Philippines)

LINE, the world’s leading mobile messaging platform with 180 million users worldwide, has launched a new campaign in the Philippines by roping in Jessy Mendiola and Matteo Guidicelli as the new brand ambassadors. The grand launch of the new TVC (TV commercial) was held in the grand ballroom of the Manila Peninsula.

LINE offers free text and voice messaging, voice calling and group chat with up to 100 people, integrated with various interactive elements such as Stickers, Home & Timeline and Official Accounts. LINE can be enjoyed across multiple platforms including iOS, Android, BlackBerry, Nokia and Windows Phone and can be accessed on smartphones, tablets and PCs.

The popular couple from ABS-CBN starred in LINE’s latest television commercial, in addition to opening up their Official Accounts and releasing personalized stickers to stay closely connected with the fans. Connect with the two on LINE by adding their official ID account: @senorita_jess & @matteroguidicelli.

The nation’s sweetheart Jessy Mendiola said, “It is truly fun and easy to communicate through LINE where I can vividly express my emotions with more than 8,000 stickers. I am also delighted to share with my fans that my own LINE stickers will be released shortly, free of charge! It is really exciting to stay connected with my beloved family, friends and fans with LINE for free, wherever I am around the world.” 

The teenage heartthrob Matteo Guidicelli added, “LINE is the ultimate gateway for me to directly communicate with my fans everywhere! Through my Official Account, I can instantly update my fans by sending them personalized messages, pictures and even video clips. I cannot wait to try out the ‘On-Air Mode’ where I get to chat with my fans in real-time! I also like to compete against my friends on LINE’s variety of games during my spare time- I especially enjoy playing LINE POP and LINE BUBBLE.”

Exclusively produced for the Filipino market, the commercial series highlight LINE’s core features such as LINE stickers, free call and group chat. Jessy and Matteo’s sweet singing voice is also featured in the commercials, as the pair sings the catchy sing- along theme song about using LINE to stay better connected.

In addition to the newly launched nation-wide campaign, LINE is also rolling out multiple Official Accounts of local brands and celebrities to become the ultimate source of entertainment for the Filipino users. Ivory Music, MCA Music and Abra the rapper, have all opened individual Official Accounts to stay connected with their fans.

Jin-woo Lee, LINE General Manager, explained, “We are delighted to have Jessy and Matteo to join our campaign, as their fun and dynamic personality best reflect LINE’s core characteristics. LINE in the Philippines has already been experiencing a significant growth rate of 26 times over the past five months, in terms of the daily download number. We hope this new campaign, as well as more localized selection of brand and celebrity content platform, will bring LINE closer to the Filipino users.”

With high smartphone penetration rate and boundless market potentials, the Philippines have been a key market for LINE’s continuous success in global expansion. LINE will continue to offer more fun and creative features, in addition to carrying out more locally-tailored marketing campaigns and local partnerships to become an integral part of Filipino users’ daily lives.

Since its release in June 2011, LINE has been releasing a series of add-on apps that range from games to an anti-virus app. The repeated success of new additions to the LINE family of apps has made LINE into a hot cultural icon, with 180 million users in 230 countries. LINE has also held the coveted No. 1 spot in the 'free apps' category of app stores in 47 countries.

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