Leo Burnett wins Line mobile messaging app in Taiwan

Line is a free communication mobile app developed by NHN, operator of Korea's most popular search portal Naver. It offers free phone calls and message services, and can be downloaded to both iPhones and Android based smartphones.

Leo Burnett explained that Line's number of downloads is now reaching up to almost 20 million worldwide, and is ranked the number one mobile app in Japan and Korea.

In the Taiwan market, the client wanted a local ad agency to recruit more users. Leo Burnett's brief is to create an integrated campaign engaging with consumers through various contact points.

The campaign, which is scheduled to launch in the current quarter, will target the younger generation of mobile users, emcompassing integrated media channelss. It will have one or or two bursts depending on the feedback, AP Lin, executive vice president of Leo Burnett Taiwan elaborated.

Lin added that the campaign project was a great opportunity for Leo Burnett to be part of a "behavior changing evolution". Leo Burnett Taiwan’s internet and mobile clients includes Yahoo, Taiwan Mobile and Samsung.

Reported this month, LB Taiwan has also aquired Coca-Cola digital creative and media business.