The Nation's Jintana Panyaarvudh and Kornchanok Raksaseri speak to party treasurer Korbsak Sabhavasu, who was a member of the strategic planning team behind the spots.

 We compiled a scientific survey to find out what our problems and the people's problems were. We learned they barely knew us. They have forgotten us in the past five years as we have been cut out of television appearances - we only had one chance every year in the no-confidence debates, which were only about corruption. Mostly, the Parliamentary debates were broadcast on radio, but 95 per cent of the population watched only television, between 6pm and 9pm. Television drama actors and actresses, news people and television hosts became the most popular people in Thailand. I'm talking about people all over the country, not only in urban areas, who read newspapers.

That's why we had to get on to the television spots, even though it's expensive. I can't reveal how much. But don't worry, the Democrats won't spend more than allowed.

According to the survey, what is the biggest problem for the Democrats?

People think we're only an opposition party that knows nothing and talks only about politics. They have heard Abhisit's name but don't know what he has done. We want the majority of people to know more about him. To the campaign spots, some said they already know Abhisit. Yes, they might, but the other 20 million people had just seen his face and knew his name. 

We want to access 20 million people around the country. They don't care about political reforms, they have too many problems in their lives while urban people who have good jobs and income want political reform.

Is it an advantage for your party to launch its campaign so early?

Yes. But it's too soon to evaluate it. However, some people have complained that the spots have too little detail. We have only 30 seconds, we can't put in much. So we must introduce ourselves to the people first. Don't forget that voters don't focus so much on policies when they vote. They judge [political parties] in general. They follow a trend, what their family and friends say.

Various media are necessary to send different details. We need to use billboards and our candidates to explain more.

Do you have to reposition Abhisit or the party for this election?

I don't believe that politics and marketing are the same. I think marketing is hardly honest while politics needs honesty in its nature. It would cause more damage to the country than marketing when politicians exaggerate.

We don't do positioning. We want people to know that Abhisit is really like this. The problem is people don't know him. People said Abhisit is arrogant, cocky, but that is because they don't know him.

We want to show the real Abhisit but that's not positioning, unlike somebody who cheated a lot and positioned himself as an honest man.

I think we can use marketing principles but it's wrong not to use the real brand and create a brand in response to customers' need. What we say must be real and possible.

Abhisit has been heavily criticised. How ready is he now?

Let's say we should wait and see the result. The success will reflect his abilities, not others', as he is the one who approves and watches over everything. I think he won't disappoint people, but you have to be fair not to criticise us too soon and give us a chance to clarify.

Despite his honesty, he hasn't been so popular?

That's not true. We haven't really promoted him, we've just begun.

During his leadership we have just been the opposition, and what can the opposition achieve? We could tell of many things the government has done wrong.

People can't say that we haven't any accomplishments, but they don't know what we do every day.

Compared it to Sorrayuth [Suthassanachinda, the television host]. People see him every day, they believe he knows best. This is the power of the media. If the government gives everybody a chance, we can educate people.

Smart people are necessary for democracy. And we believe we are good so people will vote for us.

Aren'tyou also using populism policies like other par-ties?

What is populism? If you don't work for the people, who do you work for? If you're not populist, you say you don't care how expensive commodities are, let the market mechanism work. You collect taxes until the government is rich, and you give the money away to people for them to use any way they want. That's populism. The Democrats' [policies] are a little social democratic. We see most people still need the government's help. They can't manage on their own. What we are most dedicated to - and no matter that some people will call it populism - is education.

How did the Democrat's slogan "We Put the People First" come about?

Our studies found people said government politicians only think of themselves first. They spend time explaining why they don't have to pay taxes and clarifying corruption. Then we think if we spend every single baht for people, it's possible without corruption. That's how the concept comes. We have different wordings like "People Should Get the Priority".

But the key is at the people?

Right. But everybody [politicians] usually says that but I sometimes doubt that. But the Democrats speak only the truth. We don't use propaganda. We don't advertise portraying castles in the air. Everything we say must be feasible and we know how to do, although some plans must be adapted after we get more information, when we are the government.

After 10 years of you here, what do you see the party's big problem?

The party faces the common problem all long established organisations have to face, it's hard to change. However, with this leader changes are easier as he is a modern man with modern ideas. A good example is, we now use lots of electronic communication instead of paperwork. It's been quicker and easier although it was sometimes hacked or tapped.

What's your plan to convert the 10 million voters who cast 'no votes' last time to vote for you?

We want all 40 million votes from all over the country. We want to tell people they have choices. They don't have to compromise and feel that cheating people with achievements are acceptable. They must choose people who are both honest and capable.

We propose a capable honest leader. During his 15 years in politics, not once we have seen he cheated. We believe when the leader is good, the followers must be good.