The operator Tele2 has terminated the contract with the advertising Agency that developed the campaign with the slogan, in an ironic vein obygryvanii quotes from a conversation Prime Minister of Russia Dmitry Medvedev with the inhabitants of the Crimea, have informed Agency “Interfax” a source in the advertising market. This information confirmed RBC representative of Tele2 Konstantin Prokshin. He refused to explain why canceled the contract.
Relationship with the Directors is broken because of exterior advertising with an almost literal quote Medvedev, told RBC a source close to the operator. Together with the termination of the contract with the Agency, Tele2 took outdoor advertising from all media (from social networks at the time of publication of the advertising material was not removed), said Proxin. He added that “soon” will be announced a tender for a new creative.
According to Proshkin, the company terminated the contract, is a creative advertising Agency the Directors. The head of the Directors Julia Evdokimchik told RBC that “the idea [of advertising with almost literal quote Medvedev] does not belong to our Agency.” She refused to answer specific questions.
No one in the government has nothing to do with private companies and how they work, told RBC press-Secretary of Medvedev Natalya Timakova.
Advertising appeal “Competitors, but you stay there! Good luck, good mood, good health!” appeared June 3 in the accounts of Tele2 in social networks, 7 June — four digital banners at the address Leningradskoe shosse, 134, Tula, 1, Novy Arbat, 1, Avtozavodskaya, 18. The campaign was dedicated to the report of Roskomnadzor, according to which Tele2 is the leader in speed mobile Internet in Moscow.
Medvedev said the phrase that caused a wide resonance, at a meeting with inhabitants of Crimea during a visit to Feodosia on may 23. “Just no money. Find the money — will do the indexing. You stay here, you all the best, good mood and health,” the Prime Minister then turned to one of the interviewees, explaining the failure of the government to the indexation of pensions.
The representative of Tele2 previously explained RBC that direct quotes Medvedev in the advertisement does not contain, and “the obligation to obtain permission for the use of the phrases politicians, Federal law does not provide for”. Senior partner of law firm “Rollers and partners” Pavel Katkov said that the Prime Minister there is hardly any reason to apply to the court for protection of copyright: “One phrase of a public person is likely to be classified as citation, which is the subject of fair use.”
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. As he wrote RBC, at the end of 2014 the operator has conducted a tender for selection of a new advertising contractor. The winner was declared in the incoming Direction Media Group Agency PHD. At the time of publication of the material in PHD not answered the questions of the RBC.
With the participation of Polina Nikolskaya