Cherry blossom season in Korea is always a magical time that heralds spring with its vibrant colors, scents, and sounds. And we celebrate the days strolling under the blooming trees, reason why popular locations are so crowded during this time.

As a brand that believes everyone deserves a revitalizing moment of relaxation in the daily, Hoegaarden thought this was unfortunate.

Because if you think about it, cherry blossom trees are actually everywhere. Pushing your way through the crowd is not the only way to enjoy the cherry blossom.

So Hoegaarden Rosée has created an online Cherry Blossom Map that identifies and aggregates information on cherry blossom streets and recommends hidden spots for an authentically relaxing experience – just like our product.

A digital geolocation map that identifies and aggregates information on cherry blossom locations, leveraged from the public street tree data. With just a simple QR scan on our product, anyone can find a spot nearby to enjoy the blossoms with a refreshing Hoegaarden Rosée.

The map guides consumers to all available cherry blossom trees around the country, hidden cherry blossom spots recommended by Hoegaarden Rosée and at these recommended Cherry Blossom Spots, you would also find a simple Hoegaarden Rosée Bar of a simple bench. The rest, like the warm breeze, blooming flowers, sweet fragrance… all curated by nature to deliver your moment.

Further enhancing the revitalizing experience, we also highlighted on the Map nearby stores and bars to purchase and enjoy Hoegaarden Rosée, connecting each moment and experience with the product to sum up the whole brand journey.

Main target audience was young adults of today in Korea who yearn to relax but feels the pressure to ‘relax well’ in some extraordinary way, which often leaves them more worn out and tired.

So with the cherry blossom map, we wanted to inspire our audience to find the small but meaningful revitalizing moments in daily lives and remind them to simply appreciate the captivating sensation and experience from the cherry blossom that are presented to us this spring nearby.

We've launched the website in time for the peak bloom in Korea, showcasing total of 2346 cherry blossom tress all over the country, leveraged from the public street tree information.

The consumer journey starts off by scanning the QR code on the Hoegaarden Rosée can, directing to the map, where it provides all location and 65 hidden cherry blossom spots, recommended by Hoegaarden Rosée. At these spots, a pink Hoegaarden Rosée bench was placed, a ‘cherry blossom bar’ curated by nature where people can find the moment to take a deep breath, enjoy the captivating aroma, and relax. There’s also a QR code on the bench, which leads to the blossom map once more, to locate nearby stores/bars to purchase & enjoy Hoegaarden Rosée, and to also share one’s own cherry blossom moment on the website, connecting each experience with the product in the whole brand journey.

Overall, we’ve reached over 176,000 active users with the Cherry Blossom Map. The campaign together, 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.

The way in which consumers found & shared the recommended spots through our online creative solution (=cherry blossom map), demonstrated a change in perception and behavior that pushing your way through the crowd is not the only way to enjoy the cherry blossom, rather, you can enjoy a revitalizing moment of relaxation in the daily by learning to find and appreciate the quiet blossoming tree spot nearby.