Nature Calls

A YouTube mobile masthead takes a walk on the wild side

by Old Spice

See the full experience

The Story

Old Spice partnered with Wieden+Kennedy and Google to design the world's first interactive mobile YouTube masthead. iPhone and Android users could select an animal (bear, gorilla, or other wild animal), enter their phone number, and then receive a call from that animal in its native tongue. Sometimes, nature really does call.

  • Nature Calls
  • Nature Calls

In the desktop experience, users selected an animal and entered their phone number at the prompt. The user then received a call from the animal speaking to them in its native tongue. In the mobile experience on Android, users were served a "Call Nature" button in the mobile masthead which dialed into a phone recording of the brand messaging. The iOS and mWeb experiences were prompted with a "Watch More" link to guide the user further into the campaign.

The Technology

  • Google Mobile Ads

The Results

Launch date: February 12, 2015

The company anticipated 16K to 22K users to engage with the campaign and, in the end, an impressive 59K calls were made. The masthead also drove nearly 1M views of Old Spice's 15-second "Coconut" YouTube ad, which was featured in the masthead.


Calls made


Social media impressions

The Team

  • AJ Blumenthal, Media Planner
  • Eddye Borgese, Interactive Producer
  • Nick Pirtle, Account Executive

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