2012 Winners & Shortlists

The Campaign

Ksara’s brand equity transpires from the adage “Every bottle tells a story". Every bottle tells a story’ is only possible through human interaction and the will of sharing stories or simply creating one around a glass or bottle of wine. We wanted people to engage with our campaign by encouraging them to share stories so that their relationships evolve. Our research led to the insight that we shy away from connecting with individuals (neighbors, work colleagues) we see every day, passing them by in elevators, hallways and building entrances. Banking on that insight, Ksara initiated the ‘Meet Your Neighbor’ events to create human interactions and enough proximity between distant individuals through the raising of a Ksara glass of wine. The “meet your neighbor” initiative succeeded in attracting work and residential neighbors to break the ice and pave the way for future friendly interactions and storytelling.

The Brief

The “Meet your Neighbor” events are an opportunity for neighbors to interact and share stories around a glass of Ksara wine. In a fast world were virtual communication has saturated human contact it takes a definable brand such as Ksara to re-ignite human communication. Our target audiences were the groups of individuals that live or work in the same residential and business complexes. Surveys led us to believe that the most efficient way to attract neighbors is to create intrigue by highlighting human commonalities and interests.

Results

The collaterals, posters and stickers were exposed to over 9000 People. Over 500 people attended and experienced “meet you neighbor”. The ROI in PR value and share of Ink exceeded 60,000USD 13 major social and economical local and pan arab magazines published the story reaching over 900,000 Readers. Congratulation messages were sent to Ksara either with thank you gifts or posted online on blogs and facebook page. The event created a buzz and led to many requests from residential projects and office buildings to replicate the event in their premises.

Execution

We started by identifying locations for the events (office and residential complexes), followed by a resident survey to find out about their hobbies and interests. The gathered interests were then used on teaser stickers to intrigue neighbors in elevators. On the stickers we could read lines such as: “a movie buff could be standing next to you”. A week later, the event was revealed through posters, stickers and ambient wine tables dispersed in common areas. Ksara wine bottles were also sent as private invites to key individuals in companies and residents. During the events, a warm and welcoming setting was created, with live saxophone music to soothe the atmosphere. Coasters were available everywhere for people to write statements or short stories. The day after, photos were uploaded on the brand’s facebook page and stickers were available in all the elevators, inviting all to tag themselves on Ksara’s facebook page.

The Situation

People in residential buildings and office blocs have become comfortable in their routine of the ever so limited polite nods to neighbors. Revamping the concept of work and residential neighbor from stranger to compeers presented the adequate opportunity to launch this PR campaign that was meant to bring people together through their common interests and stories over a glass of wine.

The Strategy

Phase 1: Choose key locations that could create hype and word of mouth Phase 2: Conduct surveys to learn about the different interests/hobbies of neighbors Phase 3: Develop a teaser campaign to create curiosity and anticipation Phase 4: Communicate the event: posters, private invites, stickers in elevators and common areas Phase 5: Manage and supervise the actual event Phase 6: Activate and create online engagement (Facebook, Blogs,…)