| Title | PRIDESTREAM |
| Brand | KPN |
| Product/Service | TELCO |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
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 |
Brief Explanation
Every year thousands of people come to Amsterdam to celebrate ‘gay’ freedom and the acceptance and equality for LGBT’s at the Gay Pride. There are lots of places on the globe where this freedom is far from obvious. Dutch telecom provider KPN believes everyone in the world should be able to feel free and developed Pridestream. A boat donated to all LGBT’s worldwide who are not able, allowed or convenient to express who they really are. A 360? camera streamed the Parade from the boat live via a secured Internet connection to make all (virtual) passengers feel free and experience the Pride.
Results and Effectiveness
More than 68.000 people from over 128 countries sailed with the Pridestream as virtual passengers via the 360? livestream on Pridestream.org.
Pridestream gained a lot of (media) attention and was published in over 150 (inter)national media titles and broadcasted in several 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 represents an estimated value of more than 1 million euro in free publicity, with nearly any media budget.
Creative Execution
Our secured website Pridestream.org was the heart of the campaign. Here everyone around the world (including counties where Gay Pride is not a self-evident concept) was able to carefree experience the Canal Parade via livestream. The 360° stream enabled virtual passengers to move their devices in order to change directions which made the experience as realistic as it gets. LED screens on all sides of the boat showed (anonymised) faces of LGBT’s streaming from all over the world. This provided a face to our empty boat and created a wild cheering crowd towards our virtual passengers via the camera.
Insights, Strategy and the Idea
Our primary goal was to reach LGBT’s worldwide and invite them to join the Pridestream. Secondary we wanted to inform Dutch citizens about the initiative to demonstrate that KPN does not only communicate ‘feel free’ but also uses its’ telecom technology to enable freedom. Without media budget we reached people via free publicity in (inter)national news, lifestyle, gay- and social media. We created a (social) toolkit (including background information, video, social posts) that, with the help of big gay organisations ‘AGP’ and ‘WorkPlacePride’ was sent to influential (gay) communities, to spread in their own networks and communities.