| Title | Ô GREEN BY SPECIAL.T |
| Brand | SPECIAL.T BY NESTLÉ |
| Product/Service | TEA |
| Category |
C02. MICROSITE |
|
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 |
Creative Execution
We built this experience on a dedicated website and decided to use WebGL technology like the web has never done before.
In order to fully traduce the sensations that Ô Green tea offers and the magical touch of SPECIAL.T, we force ourselves with 4 main constraints:
- The freedom of movement,
- An endless wander,
- A audio-visual interactive experience,
- A beautiful graphic finishing.
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
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.
The brief was to promote the new Spring Limited Edition tea: Ô Green, a Japanese green tea from Kagoshima flavored with green apple and cucumber. An unexpected, exquisite & innovative blend!
But 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!