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Top 6: June 8th 2016
Radio

MTS: Cheating Radio

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Top 6: June 8th 2016
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.
Credits Other credits

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

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