| Title | Ô GREEN BY SPECIAL.T |
| Brand | SPECIAL.T BY NESTLÉ |
| Product/Service | TEA |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
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 |
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.
Describe how the promotion developed from concept to implementation
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!
Describe the success of the promotion with both client and consumer including some quantifiable 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
Explain why the method of promotion was most 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.