Not every man finds his masculinity and Old Spice in the right time. Some hit the rock bottom and use most pathetic means to get their way in life. But there’s a chance for everyone and Old Spice will help even those men who in pursuit of manliness slid into the very depths of self-humiliation. That’s the reason why the Old Spice Guy was back and this time he performed the INTERNETervention to hold back teenagers from making bad decision – like buying protein powered cologne or push-up muscle shirt. This global concept was built around nine dedicated websites that advertised faux-manly products and services. We refreshed digital media strategy and entered our local INTERNETervention campaign by promoting nine fake offers at popular eCommerce platform OLX.pl. The product auctions came complete with typical visualization and software tools like price. It looked like a real product card.

Old Spice Trap campaign was launched online during Pre-Christmas period: mid-November and December of 2015. It included fake product auctions and series of banners ads for each offer. In order to get high quality traffic, the display emission was carefully targeted to channels where teenagers were likely to see the advertisement – gaming, websites with funny pictures and social media. When users landed on one of our fictitious auctions, it took only 5 sec to reveal a “Interntervention” video toplayer. There was also possibility to “prank a friend” or “buy the Old Spice”. Clicking the “prank” button allowed users to share the content. The “buy” button took viewers to the real Old Spice product page.

During 1,5 months of the campaign, the INTERNETervention attracted more than 265 thousand young men to olx.pl. What's more, they also decided to prank their friends which brought additional 14 000 new users.

- 265 000 users delivered at fake online auctions.

- 14 000 new users via non-paid traffic (shared links by users).

- fictitious auction had 5 min of average dwell time.