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 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 objective of the promotion was to turn neighbors from strangers into friends though the convivial and relaxing experience of sharing a glass of Ksara wine after work.

Describe how the promotion developed from concept to implementation

Residents of the complexes were surveyed to identify common interests, we then used our findings to create a teaser campaign for which the reveal was “Meet your neighbor, share your story”. The events were carried out in a simple comfortable surrounding where everything from the seating arrangements, the live saxophone, the food bites and of course the complete selection of Ksara’s wine available with recommendations from their in house sommelier 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

The method fitted the product perfectly because the participants were excited before hand, came in with friends and colleagues, had a relaxing time in which they enjoyed some wine and good company; leaving with a positive outlook on the brand, the product and the overall experience. Attendees got to taste the product’s full range in an optimal environment, where the Ksara brand is now associated with innovative ideas, social activity and in a way contributing to society. It’s an event who’s objective – enhancing social interactions – can be achieved by very few brands/categories.