According to the fact that brands need to speed the mandatory information to fit in the timings and follow the Russian law we decided to make use of this trickery to promote MTS 4G internet. We bought the shortest available duration for our spots and recorded the following message for it: “4G by MTS. This ultrafast internet is so fast you won’t be able to tell it any faster.”

We increased the speed of this recording two times. Then we placed it right after spots that feature the accelerated disclaimers during the commercial break on one of the most popular radio stations in Russia.

We bought the shortest available duration for our spots and recorded the following message for it: “4G by MTS. This ultrafast internet is so fast you won’t be able to tell it any faster.”

We increased the speed of this recording two times. Then we placed it right after spots that feature the accelerated disclaimers during the commercial break on one of the most popular radio stations in Russia.

More than 1 million people living in Moscow heard the spot with most of them considering the legal disclaimer from the previous commercial a part of our message about the ultrafast 4G internet.

Having bought the shortest possible duration of commercials on radio we took advantage of the seconds other brands paid for to our advantage. Maximums effect for minimum cost.