2010 Winners & Shortlists

The Campaign

Chateau Ksara is the leading and most ancient wine in Lebanon. Throughout the years, Ksara has engaged the Lebanese people with campaigns revolving around the cork. As a result, people began to view the cork as the creative equity of the brand. This year, to further engage people with the brand, we created this integrated campaign.

Success of the Campaign

The level of people’s engagement around the campaign was very high which contributed to unprecedented business growth since the start of Chateau Ksara brand communication: Sales were boosted by 23% (“Chateau Ksara best year” according to Me Charles Ghostine – General Manager.)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The cork has now become a communication tool, giving people the opportunity to record their memorable moments and share it with the people who enjoyed the same bottle with them. OUTDOOR: The campaign was first launched with a multivisual outdoor. Special tactical outdoors were carefully displayed in the mountains during the high ski season. AMBIENT: We randomly spread corks with stories written on them, on the bars and tables of several trendy pubs and restaurants. People got inspired and engaged to order Ksara and write their own stories on the cork in the memory of the moment they shared. E-corks: For those who couldn’t keep the cork, we gave them the chance to do it online with the people they shared a Ksara with. FILM: We recreated an intimate moment in every couple’s life where the lady tries all her wardrobe before going out, and ends up proposing to stay in. The man writes down his thoughts… on the cork: “Try to understand a woman”.