#26

Hoegaarden

The Floating Gardens
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Key metric

Connected Experience Index Score [1]

108

Awards

Campaign Event Awards

Outdoor Event Highly Commended

Agency

Momentum Worldwide

Hoegaarden Capture Drinkers Attention with Floating Experience


Hoegaarden wanted to capture the attention of hard-to-impress urban millennial drinkers with an unforgettable experience.

To do this, Floating Gaardens - an urban “Gaarden” barge of unexpected sensory delights, was created.

Guests got to enjoy a journey featuring Hoegaarden paired with canapés from celebrity chef Valentine Warner, and experience the Sound Scape Gaarden, which played sounds that enhanced Hoegaarden's natural botanicals.

Positioning The Floating Gaardens as summer's must-visit destination, tickets for sailings were allocated by ballot.

The experience sailed passed its targets with 4,845 ballot entries being made and the hashtag #floatinggaardens reached 16,300 consumers on social media.