Winners & Shortlists

Ô GREEN BY SPECIAL.T

TitleÔ GREEN BY SPECIAL.T
BrandSPECIAL.T BY NESTLÉ
Product/ServiceTEA
Category A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company PUBLICIS MODEM Paris, FRANCE
Advertising Agency PUBLICIS MODEM Paris, FRANCE
Credits
Name Company Position
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

The Brief

SPECIAL.T by Nestlé 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 and sold exclusively online. The brief was to promote the new Limited Edition tea: Ô Green, a Japanese green tea flavored with green apple and cucumber. An unexpected, exquisite & innovative blend! Beyond the only objective of sales, we aimed at improving the awareness of the Brand with respect to 2 key pillars of its positioning: digital & premium.

Creative Execution

Explain why the creative execution was relevant to the product or service. By offering a WebGL experience that the web has never seen before (freedom of movement, endless & interactive experience and beautiful graphic finishing), Ô Green experience has been strongly appreciated and shared all around the world. Our consumers have been once again positively surprised by the experience that SPECIAL.T offered to them and their interest has been aroused for the tea and made them more confident to buy it.

Describe the creative solution to the brief/objective.

Describe the creative solution to the brief/objective. SPECIAL.T is exclusively sold online, so consumers are not able to touch our teas, smell them… How can we share the experience of just how refreshing this delicious tea is… through a computer screen? - Let's create a purely sensorial universe to illustrate the unique recipe and the sensations/benefits: freshness & Zen moment ? A magical subaquatic Japanese Zen garden. Let's dive consumers into this magical & sensorial world thanks to an online interactive experience!

Results

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