Cannes Lions
PUBLICIS MODEM, Paris / SPECIAL.T BY NESTLE / 2014
Overview
Entries
Credits
Description
- SPECIAL.T is exclusively sold on the web,
- our teas are protected in 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?
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.
Outcome
> 87% of the stock of Ô Green tea capsules were sold in only 3 weeks,
> 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),
> Ô Green website already awarded by FWA and Awwwards (Site Of The Day)
> 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, etc.).
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