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 … read moreaddress, 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.
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