The Brief

Nestlé Tex had never had a formal online brand presence, as well as having the novel challenge of no ATL campaign activity since the mid nineties. The brief was to create a brand hub to match the quirkiness of the new TVC, as well as creating an online personality that drove ongoing affiliation to the brand.

The target audience was determined as young adults, predominantly students and post graduates.

The brief therefore called for a new brand website, offering its audience utility and entertainment value, whilst creating a platform for ongoing off-line promotions and campaigns.

The site needed to incorporate the revised brand personality – established by the current TVC – and convey the brand essence expressed in the tag line: Where will the big taste of TEX take you?

The Solution

TEX is aimed at the young tribes, particularly students. These guys are all about personal expression and the freedom to make their own choices. They live for the next big event in their lives.

Core to the new TEX website is a POSTER DESIGN TOOL that facilitates and uplifts your social life, and is a public platform for self-expression. The vibe is easy, unexpected and freehand.

The tool takes cues from professional design software but simplifies the functionality while maintaining a credible feel. Design-savvy users can use the blank canvass functionality and those who can’t design have starting-point templates generated by talented illustrators.

At TEX.co.za you can copy, cut, paste, create, duplicate, personalise, customise, save, send to friends or print to poster size. The Poster Tool is yours to promote events. Projects can be saved to a gallery, shared via social networks (Twitter and Facebook) or printed as high quality wall posters.

The TEX website is a service to its consumer market that is useful, practical and credible. Under this guise, the TEX website is the perfect platform from which to circulate campaign material and product information to a captive audience.

Link:

Check out the website!

Results

The site was launched in June 2010, so hasn’t developed any meaningful statistics.

However with no online marketing, the latest web stats reveal that the average time spent on the site is over 5 minutes showing that the utility value of the poster tool is being well received by the user community, which is now around 1,000 unique users and also accounts for 30% of the page views.