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 brand in unconventional places, encouraging them to bond and share stories over a a glass of wine. 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 introducing Ksara to places it has never been exposed in before. It was presented with a human purpose; to create bonding and human interaction among “strangers”.

The Brief

The “Meet your Neighbor” events allowed neighbors to get to know the Ksara brand by interacting and sharing stories around a glass of wine. In a world where virtual communication has saturated human contact, Ksara decided to re-ignite human communication. Our target audiences were individuals that live or work in the same residential and business complexes. Our research showed that in order to create affinity with the brand, it needed to be brought closer to the comforting work and living surroundings of our people; it allowed for willing and fun participation in our initiative, while discovering our wine range.

Results

The collaterals, posters and stickers and the ksara brand name were exposed to over 9000 People. Over 500 people attended and experienced “meet you neighbor” and interacted with the brand. 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 pages. The event created a buzz and led to many requests from residential projects and office buildings to replicate the event in their premises. Ksara managed to break the routine and get closer to people in their comfort zone, which created strong affinity with the brand and reinforced what it stands for.

Execution

We started by identifying locations fit for the brand exposure and for the events (office and residential complexes), followed by a resident survey to find out about people’s 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 to soothe the atmosphere. Ksara and for the first time was able to present its products and what goes best with it (cold cuts, cheese selections, fruits ..) in a specially created atmosphere, where the people felt the most comfortable.

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 and exclusively expose Ksara in an environment that is not specially created for that.

The Strategy

Phase 1: Choose key locations that could expose the brand in a natural fit Phase 2: Conduct surveys to learn about the different interests/hobbies of neighbors Phase 3: Develop a teaser campaign by creating curiosity and anticipation Phase 4: Communicate the event and introduce the brand: posters, private invites, stickers in elevators and common areas Phase 5: Manage and supervise the actual event making sure Ksara gets the right exposure Phase 6: Activate and create online engagement to increase positive publicity and increase number of likes (Facebook, Blogs,…)