
Agency	Escape Digital Marketing Group
Creative head	Lyosha Novikov
Author of idea	Escape Digital Marketing Group
Product	AXE deodorant
Description	AXE vs NMD (UA acronym of “No place to go”) Challenge Off-season period, market share declines Only 100 thousand EUR budget “Ad flee” audience Solution: Campaign “AXE vs NMD”, which we conducted in two stages: We focused on the problem… We’ve founded the mysterious NMD Club for all those guys have “no place to go” To start it we used a variety of tools: website, social networks, online ad, forums and chat rooms, TV tag, posters in universities, toiletsand changing rooms all over the city …and proposed a solution AXE came and opposed the NMD problem, offering the solution – a dream apartment for six months for those who would perform the tasks of the contest and would get excluded from the club first. The guys had to do their best: they were interviewing, filming videos, giving newspaper advertisements etc. And they had to mention AXE everywhere- that was the key condition. Results 101770 unique visitors 5125 authorized users >600 competition entries 1139 shares in social networks 19367 likes +26% AXE increased the market share for the same products compared with the previous period for 2,5 month campaign
Team members	Lyosha Novikov - Creative Director Aleksey Kondakov - Art Director Anna Launets - Senior Copywriter Aleksandr Nichiporchuk - Designer Elizabeth Vnukova - Designer Anton Pustovoy – Copywriter Dariia Nagornaya - Director Of Web Development Veronika Deshko – Web Development Manager Alexey Galushka – Programmer Serhiy Malykhin - SMM Director Daniel Shekhovtsov – SMM Manager Darya Senkevich-Davidets Director Of Operations/Deputy Ceo Oksana Ovsyannikova - Project Manager Maryna Grygorenko - Director of Strategic Planning Valeriy Ulyanitsky - Web Analyst \| SEM Specialist Maxim Gnatik - Director of SEM Tatiana Ishchenko - Director of Media Oleg Sokolov - Media Manager Dmytro Grushevsky - Chief Executive Officer Oleksandr Katkov - Chief Strategy Officer

http://axe.ua/nmd/

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