Brand | CHÂTEAU MUSAR |
Product/Service | RED WINE |
Entrant | HORIZON DRAFTFCB Beirut, LEBANON |
Category | Best Use of Standard Outdoor |
Entrant Company: | HORIZON DRAFTFCB Beirut, LEBANON |
Advertising Agency: | HORIZON DRAFTFCB Beirut, LEBANON |
Media Placement: | BRAND CONNECTION Beirut, LEBANON |
Credits |
Results and Effectiveness
The campaign not only generated a considerable word of mouth, but also had a positive impact on the consumers due to its genuine nature to which they can identify themselves.
Moreover, Château Musar's market share increased by 2%.
Creative Execution
• We extended the actual pole of the unipole to the visual to make it look like the pole of a chair lift, while the wine glasses hang from the cables, as do the T-bar ski tows.
Moreover, in order to be of great relevance to the consumer, the location was selected accordingly: the main road that leads to major ski resorts.
• Château Musar's 'La vie. Le vin.' (Life inspires wine) campaign was launched through a series of visuals that established a subtle correlation between Life and Wine, but also through TV, press and radio.
Insights, Strategy and the Idea
• The core aim was to emphasize the brand's presence and increasing sales.
• Targeting a wide range of consumers, men and women alike, the age span was wide.
• Red wine consumption is often associated to the winter season.
• Skiing is very popular and surely the trendiest winter sport in Lebanon, for both residents and vacationers.
Credits
Alain Hochar |
Horizon Draftfcb |
Regional Creative Director |
Nicol Richa |
Horizon Draftfcb |
Senior Art Director |
Maria Moghaizel |
Horizon Draftfcb |
Senior Graphic Designer |
Aline Baddour |
Horizon Draftfcb |
Senior Account Manager |
Zeina Saab |
Horizon Draftfcb |
Senior Account Executive |
Fouad Sabbagh |
Brand Connection |
Head Of Planning |
Fadia Abou Jawdeh |
Brand Connection |
Media Planner |
Jad Khoury |
Printworks |
General Manager |
Chadi Sawaya |
Printworks |
Digital Printing Division Manager |