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Grey Global Group Thailand scores results and awards for smoking cessation drug Quomem

BOI remains in compliance with WTO regulations

Grey Global Group Thailand scores results and awards for smoking cessation drug Quomem

Grey Global Group Thailand’s work for prescription smoking cessation drug Quomem has achieved record-breaking results for its client Glaxo SmithKline, while netting two Bronzes and a Finalist Certificate at Cannes, Best Print campaign at the TACT Awards, and a Campaign Finalist Award at The New York Festivals.

Quomem, the only non-nicotine treatment that offers long-term success with smoking cessation by direct action at the site of nicotine addiction, the bloodstream, charged Grey Thailand with increasing sales figures by 95% in a market where the product itself cannot be advertised. Its chief target: men and women 30-59 years old who wished to quit smoking, with a core focus on those aged 40-45.

Grey responded by taking the opposite approach of previous anti-smoking campaigns conducted over the past decade. Rather than focusing on why smokers should quit, and motivating them through fear or guilt, Grey built its integrated campaign on how smokers could quit - and the benefits of doing so.

Its work consisted of a two-phase direct response advertising campaign, telemarketing and direct mail, conducted by Grey Worldwide and Grey Direct Interactive.

Phase one of the campaign, called “Quit to Win”, and headlined “It’s In Your Blood,” ran from the end of March until the end of June. Its ads dramatically illustrate the presence of nicotine in the bloodstream through a cigarette embedded underneath the skin behind a person’s ear, a pack of cigarettes beneath the skin on a person’s shoulder, and, in a third execution, a hand with a smoldering finger. Each carries the message, “If you can’t quit, call 0-2350-4000. Quit Smoking Foundation,” a foundation established to generate a database on prospective clients. Prospects then received a complete Quit Pack with guidelines on how to quit smoking, a list of stop smoking programs offered by hospitals and clinics, and further information on Quomem.

During phase one, calls increased from 20 to 250 per day while sales increased from 1.04 million baht in February to a record of 4.2 million baht in June, registering the highest growth rate in the company’s history.

In Phase Two, slated to run from July 1 through March 2003, a campaign called “Quit Forever” conveys the benefits of quitting by depicting a new use for ashtrays: as dishes for french-fries, caviar and wasabi with the accompanying headline, “Life tastes good”. All ads carry the Quit Smoking Foundation hotline number. Results are being tracked and will be available early next year.

At the 2002 Cannes Advertising Festival, “It’s In Your Blood” ads “Head” and “Shoulder” both received Bronzes with “Head”, “Shoulder”, and “Finger” receiving a Finalist Certificate. “It’s In Your Blood” also won Best Print Campaign at the 2002 TACT Awards. At the New York Festivals, the “Quit Forever” or “Life Tastes Good Campaign” won a Finalist Award for “Ashtray - French Fries”, “Ashtray - Caviar”, and “Ashtray - Wasabi”.

BOI remains in compliance with WTO regulations

Following the recent WTO rulings about export subsidies in 25 countries, the Board of Investment (BOI) would like to clarify the ramifications for Thailand.

To begin with, it is important to understand that the vast majority of BOI-promoted projects are in no way impacted by this ruling. Indeed, projects that either are not required to export or have been approved by the BOI subsequent to August 1, 2000 are not addressed by the WTO ruling.

The scope of the WTO ruling, which is the result of negotiations with the Committee on Subsidies and Countervailing Measures under WTO, therefore, covers only a relatively modest number of projects, which received tax privileges, and whose 10-year export condition has not yet expired.

Under the ruling, the BOI is permitted to continue to retain the conditions for projects with export requirements for one more year, and BOI Secretary General Somphong Wanapha also noted that there is an automatic two-year grace period from the expiry date of the extension granted by the WTO, meaning that the conditions and incentives granted will remain in compliance with WTO rules for at least three more years.

“The ruling by WTO will have no effect whatsoever on the investment environment in Thailand because projects that received investment promotion privileges from August 1, 2000 were not subject to any export conditions and old projects without export requirements will also not be effected, the BOI secretary general observed.

Projects that may be potentially impacted are projects promoted by the BOI, prior to 2000, which had export conditions as part of their certificate of promotion. The export requirement is normally in force for 10 years, so for most of the projects, the time period of the export condition has already expired and they will not be impacted.

Somphong went on to say, “In the ensuing 2-3 years, the BOI will carefully consider how to resolve those remaining projects impacted by the WTO ruling, in order to minimize the impact on investors, the government and the domestic marketplace, so that Thailand’s investment regime will continue to be in full compliance with WTO regulations.”