The Floating Gaardens
Client Hoegaarden | Agency Momentum
Role Creative Director
The brief
Create an experience that would make adventurous urban drinkers reappraise Hoegaarden in a market increasingly crowded by craft beers.
The Floating Gaardens, a garden barge that brought the brand's story of discovery to east London's canals through unique sound installations and food pairings. I drove the project beyond the brief to become an extremely effective digital, social and PR campaign.
The response
My role
Developing Floating Gaardens as a strategic creative platform.
Concepting the executional idea.
Storytelling across multiple channels – experiential, POS, digital, eCRM, social and PR.
Creative direction of all campaign assets.
Leading the creative and UX of digital competition assets.
Working with the PR team to ensure coverage was on-message
and consistent.
The results
People who experienced sailings: 708 (+23% vs. target of 576).
Visitors to moored barge: over 100 per night – 800+ overall.
OTS (opportunity to see) of 66,000 (+20% vs. target of 55,000.
41 editorial pieces in 30 titles, from Time Out London to Tatler.co.uk.
Total social reach: 943,574.
1,416 beers served.
Awards
Winner, Event of the Year
Eventex Awards
Bronze, Age-Specific Event
REGGIE Awards
Highly commended
The Event Awards
