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BBDO Russia Group for MTS: Cheating Radio

According to Russian law, commercials of some certain categories (e.g. real estate, pharma, etc.) must contain legal information – the so called disclaimer: license number, legal address, age restrictions, etc. For the sake of saving, many advertisers fit this information in a turbo mode: speed up this part of a spot. BBDO Russia Group and MTS bought the shortest available duration for the spots on the radio and “tailed” such adverts with its own speeded message: “4G Internet by MTS – super-fast Internet. You can’t tell about it faster.”

As a result, “tails” of previous tracks became a part of MTS advertisements. Thus, BBDO Russia Group and MTS took advantage of other brands’ seconds for its purposes and achieved maximum effect at minimal costs.

Head of Marketing Communications Department — Maria Yakovleva
Marketing Communications Director — Natalya Glagoleva
Marketing Communications Department Group Head — Yaroslav Smirnov

BBDO Russia Group
Chief Creative Director — Nikolay Megvelidze
Deputy Creative Director — Alexey Starodubov
Managing Director — Vlada Obukhova
Senior Account Manager — Luiza Vasyutina
Strategic Planning Manager — Nikita Nikiforov
Business Development Manager — Boris Sorokin
TV Production Studio Director — Kirill Kulygin
Senior TV Studio Manager — Andrey Belov

VIA «BBDO Russia Group for MTS: Cheating Radio»

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