According to Phawit Chitrakorn, Ogilvy business director, account management, the fixed line sector has been largely overlooked by consumers as mobile phones dominate voice communications. TOT hopes that the push, which targets families, will encourage users to return to fixed phone lines.
“We want to show how the fixed line telephone can sustain relationships between family members. By tapping into the emotional connection between a father and a son, we are differentiating ourselves from the clutter created by mobile phone ads,” said Chitrakorn.
In ‘Hello, dad’, a 30-second TV spot, a young man calls home to his father whom he asks if he has had his dinner. He puts down the phone with a sombre expression, then picks it up again. He reaches his father a second time and asks if it is raining at home. After his father answers him, he hangs up the phone and then says, ‘I love you, dad’. At the other end of the line, his father still has his ear to the receiver and smiles, almost as if he can hear his son’s words.
The commercial ends with a promotional message and a call for viewers to sign up for the service.
The spot is supported by press, radio and point-of-purchase executions.
State-owned TOT recently announced that its revenues from its fixed line service from January to April this year have fallen 16 per cent to 4.9 billion baht (US$150 million).
