Cannes Lions

Cherry Blossom Bar

AB INBEV, Seoul / HOEGAARDEN / 2024

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Overview

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Credits

Overview

Background

Cherry blossom season in Korea is always a magical time. It’s a moment when the country shrugs off the winter chill and re-emerge bearing spring colors and scents. In such environment, where thousands of brands look to leverage the season, Hoegaarden needed to find a way to meaningfully stand out in a unique and consumer-useful manner.

Instead of a typical pop-up store, by utilizing the public information on cherry blossom tree/street location, the Hoegaarden Rosée Cherry Blossom Bar was introduced to the consumers. A unique concept featuring benches placed beside cherry blossom trees to let nature and blooming flowers create a relaxing atmosphere. The locations were mapped on an online Cherry Blossom Map, encouraging people to "Find Your Moment" and add their favorite spots.

Idea

Cherry blossom season in Korea is always a magical time. It’s a moment when the country shrugs off the winter chill and re-emerge bearing spring colors and scents. In such environment, where hundreds of brands look to leverage the season, Hoegaarden needed to find a way to meaningfully stand out in a unique and consumer-useful manner.

Instead of a typical pop-up store, by utilizing the public information on cherry blossom tree/street location, the Hoegaarden Rosée Cherry Blossom Bar was introduced to the consumers. A unique concept featuring benches placed beside cherry blossom trees to let nature and blooming flowers create a relaxing atmosphere. The locations were mapped on an Online Cherry Blossom Map, encouraging people to Find Your Moment and add their favorite spots.

Strategy

Any places with cherry blossom trees can be our own Hoegaarden Bar. Only thing we need is a can of Hoegaarden, a simple bench, and time.

People head to the same places to enjoy cherry blossom season. So, our target was people who wanted to fully enjoy the beauty of cherry blossom season but who were not able to due to large crowds.

Execution

First, we’ve created an online Cherry Blossom Map that identifies and aggregates information on cherry blossom locations, leveraged from the public street tree data. Guiding consumers to all available cherry blossom trees around the country, hidden cherry blossom spots recommended by

Hoegaarden Rosée and Hoegaarden Rosée POCs nearby to enjoy. 

 

At these 65 recommended cherry blossom spots, we’ve placed a simple Hoegaarden Rosée bench, a ‘cherry blossom bar’ where people can take a deep breath and relax. The rest, like the warm breeze, blooming flowers, sweet fragrance… all curated by nature to deliver your moment. Also, on the

bench, there’s a QR code which lands you to the blossom map to locate nearby stores and bars to purchase and enjoy Hoegaarden Rosée, and to also share one’s own cherry blossom moment on the website, connecting each moment and experience with the product to sum up the whole brand

journey.

Outcome

More people appreciated the moment of blossoms and captivating sensations than we had expected. During the campaign period, the cherry blossom map reached over 190,000 users, with engagement of 2.3%. Also, garnered media attention worth 581,000 USD in terms of PR value, ranking highest in premium beer segment, and most importantly was the most talked about premium beer brand in market (20.2% Share of Buzz), which shows Hoegaarden was able to own the cherry blossom moments in Korea.

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