2010 Winners & Shortlists

Results and Effectiveness

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.)

Creative Execution

Agency secured several contact points for the campaign and used an unconventional media, narrating everyday’s wine stories. Ksara cork became a communication tool, letting people record memorable moments and share them with those who enjoyed the same bottle with them. OUTDOOR: Campaign started with multivisual outdoor. Special/tactical outdoors were carefully displayed in mountains during ski season. AMBIENT: We spread corks with stories written on them, on bars/tables of trendy pubs/restaurants. People got inspired and engaged to order Ksara and write their own stories on the cork in memory of a moment shared. E-corks: Those who couldn’t keep the cork, did it online with people they shared 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”.

Insights, Strategy and the Idea

The wine category has witnessed a rapid increase over the past 2 years with new players emerging and main players sustaining and strengthening their positions. Customers are highly exposed to many local brands grabbing share of exposure all at the same peak time of wine communication. Leo Burnett Beirut’s challenge was to communicate Chateau Ksara through a contemporary and modern campaign, that stands out from the clutter, marks Chateau Ksara difference and appeals to the younger, more dynamic and more curious wine lovers (the future base of customers)