Title	HOEGAARDEN - THE FLOATING GAARDENS
Brand	HOEGAARDEN
Product/Service	HOEGAARDEN
Category	A01. Fast Moving Consumer Goods
Entrant	MOMENTUM WORLDWIDE London, UNITED KINGDOM
Idea Creation	MOMENTUM WORLDWIDE London, UNITED KINGDOM
PR	SHINE COMMUNICATIONS London, UNITED KINGDOM
Production	MOMENTUM WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Mike Kettles	Momentum Worldwide (UK)	Executive Creative Director
Sarah Poole	Momentum Worldwide (UK)	Senior Art Director
Kara Porter	Momentum Worldwide (UK)	Head of Conceptual Design
Nick Tebbutt	Momentum Worldwide (UK)	Senior Conceptual Creative
John Buckell	Momentum Worldwide (UK)	Head of Digital Design

The Campaign

To celebrate Hoegaarden’s use of the finest natural ingredients, we created The Floating Gaardens – a stylish urban barge with a natural ‘Gaarden’ environment and sound-scape experience that set sail around East London’s waterways and became one of the most talked about destinations of the summer. During the week The Floating Gaardens provided an experiential extension of No 90 Bar, one of London’s landmark bars, and each weekend she roamed the city’s canals. Exclusive entry to the barge sailings was awarded through an online promotion, which was open to the public. This was the first time Hoegaarden created a bespoke asset from scratch, allowing them to speak to their audience as never before – giving guests a truly unique, cultural experience that fully immersed them in the brand and gave them the escapism they craved.

Campaign Success

We invited our promotion winners on an hour-long voyage, during which they enjoyed freshly poured Hoegaarden paired with delicious canapés created by celebrity chef Valentine Warner that perfectly complemented the subtle citrus and zingy coriander notes of the beer – all in a lush, nature-themed setting which provided a refreshing moment of sanctuary. Guests also experienced a sensorial ‘Sound Scape Gaarden’. Carefully crafted sounds enhanced particular tasting notes of Hoegaarden and its natural botanicals, playing with guests’ senses to alter the taste of the beer and accentuate its sweetness and bitterness – helping them appreciate and enjoy the depths of flavour as part of their brand immersion. Ahead of launch, we hosted a Facebook LIVE event with Hoegaarden fan and rapper Professor Green. This was followed by an exclusive media launch party that positioned The Floating Gaardens as the destination of the summer, to drive bookings ahead of the opening.

Describe the success of the promotion with both client and consumer including some quantifiable results

Total promotion entrants: 4,845 (vs. target 1,000) (+384.5%) Number who experienced sailings: 708 (vs. KPI target of 576) (+23%). Full capacity achieved every day. Final weekend: 23 live sailings & 276 guests vs. 144 on previous weekends (+91%). Over 100 people experienced the barge each night = 800+ on the boat overall. 1,416 beers served. 700 goody bags given away. Coverage: - 41 pieces - Over 30 titles (including Time Out London, Telegraph.co.uk, MailOnline, Tatler.co.uk) - 10 pre-event listings - 7 media launch night pieces - 24 post-event pieces Social: - 35,000 reached organically on Facebook - 51,000 organic views of Pro Green Facebook LIVE - 230,119 promoted views of Facebook LIVE replay - 483 mentions of #floatinggaardens across Instagram, twitter and Facebook, reaching over 16.3k consumers over all channels - Total reach (organic + paid) was 943,574

Explain why the method of promotion was most relevant to the product or service

Hoegaarden’s The Floating Gaardens was an exclusive activation that was only accessible through an online promotion, giving consumers the chance to win a sailing trip around East London’s waterways and discover the wonders of Hoegaarden on our unique barge.

Our target audience embodies curiosity, they’re real culture vultures and value individuality. East London is their hub, but they love open, green spaces that let them escape the grind of the city. They know what’s what within the London scene and are fussy about the brands that they allow into their world. Only brands that talk their language, on their terms and in their comfort zones are worthy. So to truly appeal to our difficult-to-impress audience, our task was to create a unique experience that celebrated the beer and its natural ingredients, and to give our audience the opportunity to try Hoegaarden in a cool inspiring social space.