MTS: Cheating Radio

Credits & Description:

Client: MTS
Product: MTS 4G Internet
Media: Radio
Category: Electronics, Technology
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
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.