
Agency	Escape Digital Marketing Group
Creative head	Lyosha Novikov
Author of idea	Escape Digital Marketing Group
Product	image campaign
Description	Situation Spring, 2013 UDP development company decided to make a gift for Kiev citizens and to plant 100 chestnut trees on Khreschatyk. Task To draw attention of Kiev citizens to the generous project with the help of the Internet. Approach We decided not just to tell, but to engage people, to make Internet users active participants of the project. Solution The contest "Plant a chestnut tree with UPD» with a unique prize - a personalized chestnut, which the winner will plant by himself together with the company. How was it? We have developed a website forkyiv.udp.ua/, applying intuitive metrodesign. To compete for the prize, the user came to the site, logged via the social network, turned on a web-camera and photographed his hand. Buttons suggested what and in what order was needed to do. After making a photo (it was branded automatically), user added some text, posted his hand in the website gallery and at his page in the social network and collected voices for it. The more, the better. Special tags are placed near each chestnut containing social media nick-names of winners - from now on all Kyiv citizens know: this chestnut three appeared on Khreschatyk thanks to UDP and this specific person. Results 1,073 people have joined our project; 103 of them have posted photos of their hands; Together, they collected 939 Like; 3 people won personalized chestnut trees, another 100 - prizes; And the most important: the contest lasted only 10 days!
Team members	Lyosha Novikov –Creative Director Anna Launets – Senior Copywriter Misha Semin – Art Director Aleksandr Nichiporchuk - Designer Anton Pustovoy – Copywriter Dariia Nagornaya – Director Of Web Development Maxim Medvedev – Programmer Nataliya Potasheva – Director Of Operations/Deputy Ceo Oksana Ovsyannikova - Project Manager Maryna Grygorenko - Director of Strategic Planning Maxim Gnatik - Director of SEM Tatiana Ishchenko - Director of Media Oleg Sokolov - Media Manager

http://chestnuts.vpsescape.com.ua/

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