| Title | PRIDESTREAM |
| Brand | KPN |
| Product/Service | TELCO |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Contributing Company
|
N=5 Amsterdam, THE NETHERLANDS
|
|
PR Agency
|
COOPR Rotterdam, THE NETHERLANDS
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Ed Van Bennekom |
N=5 |
Art Director |
| Jasper Diks |
N=5 |
Copywriter |
| Zwier Veldhoen |
N=5 |
Creative Director |
| Olaf Van Der Geld |
N=5 |
Creative Director |
| Mickel Van Kouwen |
Big Pitcher |
Interactive Designer |
| Marcel Berghuis |
N=5 |
Interactive Designer |
| Renoud Netjes |
N=5 |
Motion Graphic Designer |
| Mijntje Cuijpers |
N=5 |
Strategy Planner |
| Elke Van Eijk |
N=5 |
Junior Strategy Planner |
| Ralph Balk |
N=5 |
Account Director |
| Floris Reuvers |
N=5 |
Account Executive |
| Jasper Baartmans |
N=5 |
Project Director Interactive |
| Tisha Hoppenbrouwers |
N=5 |
Producer Interactive |
| Christ Bloemheuvel |
N=5 |
Rtv Director |
|
Mediamonks |
Development |
|
Dutchview/Encircle |
Streaming |
|
Chain |
Led Technique/Audio |
|
The Ambassadors |
Animation/Sound |
|
Vellance |
Hosting |
|
Made.for.digital |
After Movie |
The Campaign
While the freedom to be your true self and love who ever you want, is being celebrated every year in Amsterdam during the Gay Pride, there are still a lot of places all over the world where this freedom and acceptance is far from obvious. The Pridestream enables all people who were unable, forbidden or afraid to be present and experience what it is like to feel free to be your true self and love whomever you want. And even better, to experience what it is like to be cheered on by hundreds of thousands of people for being so. Contrary to all the other boats, KPN’s Pridestream boat was completely empty but equipped with a 360° camera. It sailed along with the other boats in the Canal Parade broadcasting the event live. Via pridestream.org (a secure website) people from each corner of the world were able to be part of the Canal Parade. Viewers of the stream were able to ‘look’ around as if they were actually on the boat. The Pridestream boat broadcasted videos of celebrating people from all over the world on huge LED screens. It also displayed an activating brand message and gave insight on the amount of ‘virtual passengers’, stimulating the Canal Parade audience to cheer extra loud for them. This way KPN made it possible for LGBT’s worldwide, to experience Amsterdam Canal Pride, and what it feels like to be completely free. And demonstrated its’ a company that not only communicates ‘feel free’ but also uses (telecom) technology to make LGBT’s worldwide experience the feeling of freedom.
Saturday the 1st of August 2015 was the busiest Amsterdam Gay Pride ever. Amongst all boats filled with dancing, partying people there was one ‘empty’ boat. This boat actually had more people ‘on’ it than all the other boats in the Canal Parade. More than 68.000 people from over 128 countries worldwide, including many countries where homosexuality is still taboo, sailed along as virtual passengers via the 360? livestream on Pridestream.org. Thanks to the 360? surround view technology all these people were able to experience the Canal Parade ‘live’ in digital form. Pridestream gained a lot of media attention and was published in over 150 (inter) national media titles and broadcasted in 4 radio shows. Which resulted in a total of 80.540.948 impressions with over 4 million impressions on Facebook, 1.7 million impressions on Twitter and 74.576.428 earned media impressions. Which is worth an estimated value of more than 1 million euro in free publicity.
Every year thousands of people travel to Amsterdam to celebrate ‘gay’ freedom at the Amsterdam Gay Pride. During the Canal Parade dozens of excessively decorated boats filled with dancing, partying people sail through the Amsterdam canals to spark the conversation on human rights in general and the acceptance and equality of LGBT’s in particular. This year KPN used its boat for a good cause; the Pridestream. As part of the Canal Parade KPN’s Pridestream boat sailed along, receiving a lot of attention and providing a branded experience for the Canal Parade audience as well as all ‘virtual passengers’ on the boat.