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Telus begins Friendly Thoughts campaign

Telus has begun an out-of-home campaign in Toronto and Vancouver called “Friendly Thoughts.” Eight billboards have been installed in the two cities, each displaying the copy, “For a friendly thought, dial 1-866-93 HAPPY.” In addition, cards bearing the phone number will be distributed nationally through the company’s retail stores. Those who call the number will hear a recorded message such as, “Every time you step in gum, a bubble gets its wings.” A new message will be provided each day of the four-week campaign. The message also encourages callers to submit their own friendly thoughts through the website, which can then be sent as a text message to their friends. “The beauty of the campaign is that it engages Canadians to participate in the marketing process,” said Lise Doucet, vice-president of marketing communications at Telus. “Interactive advertising initiatives, like ‘Friendly Thoughts,’ are unique marketing techniques that help us reach our audience and distinguish the Telus brand from our competitors.”

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