The first busboard campaign for Bell Canada is part of a new eight-week campaign for Pay-Per-Use services in 31 Ontario markets.

Daily newspapers are being used to build awareness and explain the services, while busboards increase the frequency and keep the program top-of-mind.

Previously only available by monthly subscription, Last Call Return and Busy Call Return were launched as part of regular phone service earlier this year in Ontario.

By pressing the star symbol and the number 69, an automated voice tells the customer the phone number of the last caller.

The phone monitors a buy line for 30 minutes and rings to let the customer know the line is free when the star symbol and the number 66 is pressed.

The cost of each service is 50 cents per use to a combined maximum of $6 a month.

The advertising from Leo Burnett, Toronto features the headline, ‘A solution to those annoying bathtub rings.’ for Last Call Return, and, ‘Frustrated by busy signals? Punch here.’ for Busy Call Return.

Each headline is accompanied by blue number key pads representing *66 and *69.

Creative credits at Leo Burnett go to Martin Shewchuk, creative director; John Edmunds, art director; Colin Winn, writer and Paul Martinez, producer.