2012 Winners & Shortlists

The Brief

Ksara stands for “Every bottle tells a story” and the overall communication direction of the brand is focused on reviving the ancient art of storytelling. This activation establishes micro experiments of social interactions leading to storytelling experiences on a small, contained, neighborhood scale. By running these promotions frequently and in several different locations we seed the overall idea and we prepare the grounds for a more aggressive multi-channel approach.

Describe how the promotion developed from concept to implementation

We surveyed residents from the complexes to find out about their hobbies and interests. Then we used these interests to intrigue people with facts about their neighbors by using teaser stickers in elevators. We revealed the event through posters in common building areas, ambient wine tables, stickers. We also sent bottles of Ksara as private invites to managers of companies and key residents. The second day of the event, photos were uploaded on the brand’s facebook page, and stickers were available in all the elevators, inviting all the attendees to tag themselves on Ksara’s facebook page.

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 exchanges. 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. Furthermore, given the full scope of activities planned for the brand in the same direction of fuelling connections through storytelling we though these small forums were the ideal environment to put our theory and concepts to the test via real people in real communities.