The Telephone Organisation of Thailand (TOT) has launched a
cross-media campaign to promote a change to the country's telephone
numbers.
The campaign, through Leo Burnett Thailand, is worth 30 million baht
(USdollars 665,000).
The campaign will run for two months, and publicises the fact that Thai
numbers get an extra digit on July 5. Humorous TV executions show people
being forgetful in everyday situations, but remembering the number
change.
The TV campaign is backed up with print, radio, outdoor and direct work,
including inserts in telephone bills.
The campaign ran into controversy after TelecomAsia and Thai Telephone
and Telecommunications, two of the 10 telecoms companies that make up
TOT, refused to foot their share of the bill for the ads.
