In Moscow there were banner ads operator Tele2 Kazakhstan with almost literal quotation of the Prime Minister Dmitry Medvedev, “Hang in there! Good mood, good health”. This was reported edition of the Tjournal, whose readers drew attention to a new campaign Tele2.
On Tuesday, may 7, the operator has placed in Moscow four new digital banner, confirmed RBC representative of Tele2. Advertising campaign dedicated to the report of Roskomnadzor, according to which the company is the leader in speed mobile Internet in Moscow. Tele2 used the phrase “Competitors, but you stay there! Good luck, good mood, good health!”. In the accounts of the company in social networks Twitter, Facebook and “Vkontakte” slogan appeared on 3 June. Outdoor advertising is located at the address Leningradskoe shosse, 134, Tula street, 1, street New Arbat, 1, Avtozavodskaya street, 18 (Riviera centre), said the representative of Tele2.
Medvedev said caused a wide resonance the phrase at a meeting with inhabitants of Crimea during a visit to Feodosia on may 23. In response to a complaint from one companion on a low pension the Prime Minister said that indexing “nowhere”. “Just no money. Find the money — will do the indexing. You stay here, you all the best, good mood and health”, — said the head of the government.
“We didn’t use a direct quote premiere in advertising, — said the representative of Tele2. — Medvedev is not saying, for example, “Competitors, you stay there”. The obligation to obtain permission for the use of the phrases politicians, Federal law does not provide for, said the interlocutor of RBC.
The Prime Minister there is hardly any reason to apply to the court for protection of copyright — text citation of a public person is not subject to such protection, says the partner of law firm “Rollers and partners” Pavel Katkov. “Medvedev saying has no artistic purpose, and is for informational purposes only, so cannot be considered the result of intellectual activity,” he explains.
At the end of may sensational quote Medvedev in their social networks also used alpha Bank. However, after a joke SMM-specialists of the organization drew the attention of the media, all posts mentioning the phrase of the Prime Minister were removed.
To review the press-Secretary Medvedev Natalia Timakova at the time of publication of the material failed.
Quotes of Russian politicians ever appeared in the advertisement. For example, in 2007 the publishing house “Komsomolskaya Pravda” agreed with the administration of the President use in his campaign quotes President Vladimir Putin “go to work, read the “Komsomolskaya Pravda”!”, told “Kommersant” the General Director of publishing Vladimir Sungorkin.
Tele2 is not the first to use provocative techniques in advertising. As he wrote RBC, in 2015 a large-scale campaign dedicated to the exit on the Moscow market, the company used such slogans as “When I drink, I called my former mobile operator. I’m with Tele2”, “We, too, want your money. But we need less”. In addition to advertising on TV, radio, the Internet, cinemas and universities Tele2 has placed giant banners on the facade of one of the towers of the business center “Moscow-city”.
In December 2015, the Federal Antimonopoly service on the complaint of the operators “big three” recognized the illegal advertising campaign Tele2 “hunting Season” in which the company offered to subscribers to verify the “honesty” of the operator.
Tele2 expenses on advertising in 2015 amounted to RUB 4.1 billion, more than 50% of an increase compared to 2014, follows from the consolidated financial statements of the company.
Company T2 RTK holding, working under the Tele2 brand, 55% belong to Bank VTB and consortium of investors consisting of Bank “Russia” Yuri Kovalchuk, SOGAZ and structures of the basic shareholder “Severstal” Alexey Mordashov, 45% — “Rostelecom”.
The revenue of the operator in the first quarter of 2016, grew by 5.4% to 24.3 billion RUB compared to the same period of 2015.
The number of Tele2 subscribers by April increased to 38.4 million, with the majority of new connections provided the Moscow region — the company received 0.9 million new subscribers for the quarter. The number of subscribers in Moscow reached 2.1 million year-on-Year subscriber base grew by 9.8%, or 3.4 million people.