Burnett's TVCs advise Thais on number change

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.

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