2013 Winners & Shortlists

Results and Effectiveness

Early results show the campaign achieved its main goal: To reposition Chateau Ksara as the original wine of Lebanon in the hearts and minds of its core consumers but also amongst an important new segment: the youth. The microsite, so far, generated significant traffic with more than 570,000 interactions while Facebook reached 2.5 million friends of fans. Interactions started to generate quality user generated content making Chateau Ksara one of the first regional brands to allow users from across different age groups to own a stake in its story. The campaign received widespread coverage from bloggers praising its storytelling approach.

Creative Execution

The core element of the creative execution was the diary upon which Father superior recorded the cave discovery in one of the TVCs. The diary, which was turned into an interactive digital diary made from real footage, was set up to push the conversation and engagement further. With each page turned the Original Story gradually unfolded. The digital diary allowed for a holistic experience of the campaign, where all the TVCs and stills of main characters could be viewed, completing the user journey with the possibility to upload fans and friends of fans visions of how the discovery took place. The social media leg of the campaign was supported by a TV, two print campaigns, an internet movie, online banners, Facebook activation and on pack promotion campaigns. All leading to the micro-site in order to generate crowd-sourced content.

Insights, Strategy and the Idea

We needed to assert Chateau Ksara’s position as the Wine of Lebanon - an appellation patented on paper but no longer as vivid in people’s minds. The wine market expansion of recent years has been driven by new young wine amateurs who are brand savvy with low to no loyalty for the established big brands. This new market perceives Ksara as a default wine, with an outdated image. In a market pushing for modernity the strategy was for Chateau Ksara to go back to its roots by telling its original story, which is proof of authenticity, and know how. The Chateau Ksara cave discovery in1898 kick started the wine industry of Lebanon. It was important that wine consumers today know that fact. Finally, we aimed to change human behavior by showing that heritage brands can still be responsive by leveraging a 19th century story communicated on 21st century mediums.