LINE: GHOST ALERTS

Taiwan’s smartphone penetration rate is the second highest
and the Taiwanese play on their phones for 3.28 hours a day.
That’s more than any other country.And a staggering 37% of people have had accidents using their phones while walking.Causing injuries, and even loss of life.Our challenge was, how could we get people who love scrolling their phones, to put their phones down?



《The Insight / Strategy》

We found a characteristic of Taiwanese people: Superstitions about ghosts,
which has reached an exaggerated level.
The words and reminders of ghosts are more effective than reminders from family members, good friends, and even government agencies.

In Taiwan’s rich folklore, 6 ghosts are feared most:
'Vengeful Ghost'. 'Water Ghost'. 'The Flying Boy'.
'The Flying Head'. 'The Lady in Red' and 'Sister Lin'.

The Taiwanese believe that every accident is caused by ghosts.
Especially during the lunar ’Ghost Month’,
different ghosts are believed to cause accidents in 6 common places:
Crossroads. Ditches. Roadside construction sites.
Train platforms. MRT escalators and Power poles.

Also, LINE is the most-used app in Taiwan.
Average use time is 1.5 hour+ per day.
Over 12 million active monthly users, equal to Taiwan’s total population.

Our strategy：Solved a problem created by cellphones, using cellphones.

Therefore, we decided to create real-time response through LINE, we let ghosts warn Taiwanese people.



《The Solution》

Introducing：LINE 'GHOST ALERTS'

We leveraged Taiwan’s most popular mobile platform — Line,
to make a positive difference. Let the 6 kinds of ghosts that Taiwanese are most afraid of issue warnings.

LINE 'GHOST ALERTS' use of banners advertising to reach and connect with intended audience.
Work done with real-time response,
warn Taiwanese not to walk and play with their phones.

In Taiwan, people believe ghosts cause accidents in haunted places.
So, during Taiwan’s ‘Ghost Month’,
LINE 'GHOST ALERTS' send real-time response where accidents happen most often with LINE BEACON technology.

If you walk while using LINE for more than 10 seconds,
you’ll receive a real-time GHOST ALERTS.
And in different places, different ghosts appear.

We combined accidents that happen when you walk and play on cellphones with folklore about ghosts and spirits.
A traditional painting style with bright and impactful images were used to create each ‘GHOST ALERT’.
To remind cellphone users : don’t scroll and walk.
If you’re scrolling on your phone, be careful… a ghost is coming for you!



《The Results》
Is Taiwan afraid of ghosts?

Yes!
◆During the lunar ghost month, LINE sent over 133,000 alerts.

◆After 4 weeks, the alert rate fell by 63%.
Which shows people were using their phones less while walking.

◆Most importantly,
pedestrian accidents were reduced by 33% compared to last year.
(Data source: Taiwan Government Road Safety Information Website)