Ogilvy won the account three months ago following a final-round shootout involving JWT and Dentsu, said Rati Panthawi, management partner, Ogilvy. The two-pronged campaign will focus on building the emotional image of the fixed line as a means of connection between loved ones, as well as generate sales for TOT’s new promotions.
“This is an exciting account because the fixed line market has been forgotten by the Thai people. Everyone uses the mobile phone now and TOT wants to bring people back to the fixed line,” explained Panthawi. Most of the advertising push will be driven by ATL executions.
