2012 Winners & Shortlists

The Brief

Ksara stands for “Every bottle tells a story". The campaign encourages people to share stories so relationships evolve. Based on the fact that we don’t know most of the people we see every day in elevators, hallways, building entrances and all common areas in work and residential areas, Ksara decided to create the ‘Meet your neighbor’ events that aims to change this phenomena. The goal of the campaign was to turn neighbors from strangers into friends.

Describe how the promotion developed from concept to implementation

Residents of the complexes were surveyed to identify common points of interest. We then used our findings to create an intriguing teaser campaign for which the reveal was “Meet your neighbor, share your story”. The events were done during weekdays, at the closure time of businesses and were always carried out in a simple comfortable surrounding where everything from the seating arrangements to the food bites and of course the wine flow all served one purpose; the human interactions and the story telling. The following day pictures were posted on facebook and people were asked to tag themselves and share comments.

Describe the success of the promotion with both client and consumer including some quantifiable results

For the client: - The return on investment was 5 times the amount spent in perceived media value - Participants were so happy that we got new location proposals through word of mouth - People uploaded pictures and added themselves onto the brand’s facebook page For neighborhoods: - We have a 70% rate of participation with a direct result in terms of new friendships and stories shared.

Explain why the method of promotion was most relevant to the product or service

We believe in the power of wine to enhance social interactions and promote social connections. From there came the idea of using Ksara to leverage the opportunity of having communities in which people keep to themselves and their close group of associates to create a conversations and get people to make a move towards a stranger. Our brand was the perfect catalyst of social interaction and the event was ideal for people to taste our product range in a convivial environment. Neighbors came in willingly and in positive spirits to take part in a unique community experience while consuming fine wine.