In Russia the media channel with most reach even in a metropolis like Moscow is radio.

According to the Russian law many of the commercial spots aired by the radio stations must contain a legal disclaimer.

In order to fit this mandatory information into the duration of the original spot, brands are speeding it up.

Our objective was to promote fastest mobile internet 4G of Russian leading mobile operator – MTS among citizens of Moscow – the key client’s priority (the most important market)

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 so the people 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.

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.