Axe founded a mysterious club called ‘NMD’ – an acronym of 'no place to go'. To launch the NMD club, Axe used affinitive touchpoints and hot spots for target audience: online, social networks, forums and chat-room, TV-tag, posters in universities, WC and store fitting rooms all over the city.

The second phase of the campaign was launched when the brand presented a solution to the NMD problem: the chance to win a six-month stay in a luxury dream apartment.

To be in with a chance of winning the prize, members of the NMD club were set a series of challenges that had to be successfully completed in the most innovative way.

These tasks, which included interviewing members of the public, creating video content and posting announcements in newspapers and radio.They posted evidence of their activities on a dedicated website. In other words, they were promoting Axe by working as human media.

Despite a relatively low budget, Axe looked to its consumers’ insights and developed the communication tactic that turned audience into a living, breathing media channel with great results:

101,770 unique users visited Axe_vs_NMD site and 5,125 were approved to participate further in contest. More than 600 items of user-generated content went social as NMD club members attempted to be the first to complete all their challenges.In total paid and human media brought about 34 million brand impressions

Axe increased market share and moved from the #4 to #2 brand in category in a period when the entire male deodorant category was declining.