This is our LINEguage

The Challenge

In Taiwan, no messaging app feels more like a national companion than LINE. 14 years together. Always there. So familiar, we stopped noticing. As more and more “social media flings” pop up, LINE's usage rate dropped from 99% to 92.1%. LINE started thinking: How do we win back the love?

The Solution

We found that over the years, LINE has become more than just a messaging app. With its cross-generational charm and extra-close bonds, it’s grown with the people of Taiwan to shape a totally unique way of communicating - we call it LINEguage.

By exploring Taiwan’s “LINEguage” culture, we created a series of videos – we joined an entire nation in collectively studying the psychology of being “left on read.”. For parents locked out of their kids’ social media, LINE makes it easy to start“pressure-free, cross-generational conversations”. Only LINE allows seamless jump between work, family, and friend groups - what we call “Cross-Group Flex Mode” - making it easy to switch emotional gears anytime, anywhere.

We expanded the campaign to social media - launching a playful “LINEguage Test,” inviting everyone to share their own stories in the “LINEguage Awards,” and even imagining the “Future Tense of LINEguage” together.

The Results

Through a series of videos and social activities, the “LINEguage” craze swept across Taiwan — generating 10,068,443 views and drawing in 66,770 participants. People rekindled their love for LINE and have rediscovered that LINE has long been the emotional mother tongue collectively penned by the people of Taiwan.