The Floating Gaardens
Client Hoegaarden | Agency Momentum
Role Creative Director
The problem
Hoegaarden was losing salience in a market dominated by craft beers. They needed to recapture the attention of adventurous urban drinkers.
The insight
The FOMO of not being able to attend something amazing is a bigger driver of social conversation than actually getting a ticket.
The response
To fire our audience’s imagination, we built The Floating Gaardens, a unique barge that brought the brand's story to east London's canals. The barge hosted three weeks of influencer events, parties and tastings, with extremely limited capacity.
The experiential activation included several ground-breaking immersive elements, including a flavour-changing sound installation co-created with Oxford University academics.
We ran a digital campaign which gave people the chance to win tickets to the barge through an online ballot that incentivised sharing on socials, and ran a highly successful PR campaign to raise awareness of the event.
The results
The campaign outperformed all KPIS:
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.
My role
Awards
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 agency to ensure coverage was correctly targeted, on-message and consistent.
Winner, Event of the Year
Eventex Awards
Bronze, Age-Specific Event
REGGIE Awards
Highly commended
The Event Awards
