This article created in 2014 when LINE were still new player in Indonesia but atm they has a lot competitor entering these market; and I will write another part soon
It's been in the last 2 days the mini drama of super famous Indonesia movie called "ada apa dengan cinta" (AADC) for short movie line you could refer to the article from jakarta post after 12 years all the actors and actress re-unite. For Indonesian millenial generation this 2002 movie quite famous and it's quite rare to find Indonesia drama that are being widely remember as this one; due to at those time Indonesia didn't have qualified movie in the cinema yet.
This mini drama were created by LINE to attract people to used their FIND ALUMNI feature; to make this features line already upload quite huge database from Indonesia minister of education and my assumption why LINE use this AADC movie not only because LINE target users that they are trying to attract were Millennial generations that become major economic work force in Indonesia at the moment. LINE try to attract a small fraction of other messaging savvy users to their apps stealing the spotlight from whatsapp, kakaotalk, viber, bbm or other messenger.
Targeting Indonesia as their main market are right choice for LINE because in south korea they are beaten by kakaotalk (from my point of view) and Indonesia has one of the largest blooming market. In this movie LINE also work with samsung as it seen in the movie the handset they used are samsung; There's no official connection between LINE and samsung whether samsung are the main investor of LINE or not (need clarification). Originally LINE coming from Naver japan but most of the feature develop in South Korea; LINE develop different strategies for each market, most of the time they try to attract people using their Korean hallyu stars stickers or their games.
In youtube this mini drama within 2 days already reached 2 millions+ views and still growing; mostly coming from Indonesian people(or those who understand bahasa of course because there's no subtitle yet ); that's already counted 1% of whole Indonesia population. The numbers probably doesn't seems WOW because it's not double digits percentage but it will be snow ball effect this number still growing within time and LINE try to steal the pie from other player in Indonesia market.
Why LINE want to establish their business well in Indonesia? why not other country? because at the moment Indonesia have a huge crunch of millennial pie's that are still growing and untouchable. LINE main rival we-chat already won the competition in China and currently unbeatable in their own land.
Seeing the way how LINE did their marketing were quite interesting by bringing old memories and reminiscence of good ol'times; even their marketing copied by other brand to push their sales like coca-cola, indomie, telco provider even Heineken did
Hands down behind LINE marketing teams that are able to do creative idea and above all this project could not be done if not supported by LINE itself because of the huge cost of production that might occur to produce this mini drama (that's been murmuring by the Indonesian; I read it from my friends update :D).
hopefully LINE doing good with their IPO progress then :)
