| Title | Ô GREEN BY SPECIAL.T |
| Brand | SPECIAL.T BY NESTLÉ |
| Product/Service | TEA |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
PUBLICIS MODEM Paris, FRANCE
|
|
Advertising Agency
|
PUBLICIS MODEM Paris, FRANCE
|
Credits
| Nicolas Zunz |
Publicis Modem |
President |
| Michel Duval |
Publicis Modem |
Creative Director |
| Anne Dimier Vallet |
Publicis Modem |
Strategic Planning Director |
| Matthieu Faure |
Publicis Modem |
Executive Director |
| Thierry Bronchart |
Publicis Modem |
Art Director |
| Jean Louis Zuber |
Publicis Modem |
Copywriter |
| Julien Rault |
Publicis Modem |
Interactive Technologies Director |
| Olivier Quiviger |
Publicis Modem |
Account Director |
| Chrystelle Touma |
Publicis Modem |
Project Director |
| Valentine Rampon |
Publicis Modem |
Project Manager |
| Antoine Ughetto |
Make Me Pulse |
Technical Director |
| Nicolas Najabaly |
Make Me Pulse |
Production Director |
Brief Explanation
- SPECIAL.T is exclusively sold on the web,
- our teas are protected into opaque capsules,
- and Ô Green is a very creative tea with an unconventional recipe in the world of teas.
Then, no one will be able to touch it, or smell it, let alone figure out how to taste it.
How can we share the experience of just how refreshing this delicious tea is… through a computer screen?
The Brief
SPECIAL.T by Nestle is a unique and premium tea system (tea pods + tea machine) dedicated to provide the best cup of tea for each of the variety it offers.
Launched 4 years ago, SPECIAL.T is available today in 8 countries in Europe + Japan and sold exclusively online on special-t.com.
The brief was to promote the new Limited Edition tea: Ô Green, a Japanese green tea from Kagoshima flavored with green apple and cucumber. An unexpected, exquisite & innovative blend!
How the final design was conceived
- Let’s create a purely sensorial universe to illustrate the unique tea recipe and the sensations/benefits: freshness & Zen moment → A magical subaquatic Japanese Zen garden.
- Let’s dive consumers into this magical & sensorial world using WebGL technology with 4 main constraints for us: freedom of movement, endless & interactive experience and beautiful graphic finishing. Like the web has never seen before…!
Indication of how successful the outcome was in the market
In 3 weeks after launch:
- 87% of the stock of Ô Green tea capsules were sold (12% more than the previous Limited Edition best seller)
- 2 800 000 visits on Ô Green mini-website
- +30% of visits on e-shop website special-t.com vs. 2013 Spring Limited Edition (same period)
> A WebGL experience strongly appreciated on social networks by the webdesign community over the world (even from countries which were not targeted: USA, Russia, Australia, UK,...)
> Ô Green website has already been FWA Site Of The Day and Site of the Week, and Awwwards Site Of The Day