A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
K-01-10. AXE vs. NMD
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 |