| Title | PRIDESTREAM |
| Brand | KPN |
| Product/Service | TELCO |
| Category |
A06. Events & Experiential (incl. stunts) |
|
Entrant Company
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
N=5 Amsterdam, 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
The Pridestream is developed to enable LGBT’s who, for whatever reason, can’t join the celebrations of the Amsterdam Gay Pride Therefor the main goal of our PR-campaign was to reach as many LGBT’s worldwide as possible. Without any media budget we completely depended on PR, WOM and peer sharing. We had two mayor assets that we used to get Pridestream known.
The first asset was the very appealing and PR-worthy social cause of gay rights. Current events like the gay marriage in the US made Pridestream extra relevant for news media. We used this PR angle as well as the innovative technology- angle to get publications. Pridestream gained a lot of attention and was published in over 150 (inter)national media titles.
Our second asset was the fact that LGBT (rights) organisations and communities worldwide are very well organised. We partnered with two main gay organisations based in the Netherlands; Amsterdam Gay Pride and WorkPride, to promote Pridestream in their support base with the request to share it with their constituencies. Pridestream had over 4 million Facebook-, 1.7 million Twitter- and 74.576.428 earned media impressions (estimated value of more than 1 million euro). The most important means for sharing were a video (viewed almost half a million times) and the Pridestream website, which contained a social toolkit (including background information, video, social posts).
But, most important; 68.000 people from over 128 countries sailed with the Pridestream as virtual passengers, including people from many countries where homosexuality is still a taboo.
The Brief
The goal of Pridestream was enabling LGBT’s worldwide to experience Amsterdam Canal Pride and what it feels like to be completely free and be cheered upon. With this initiative Dutch telecom provider KPN demonstrates its’ commitment to LGBT rights. Pridestream is a manifestation of the brand’s mission to help people ‘Feel free’ and a demonstration of how telecom technology can enrich people’s lives. With Pridestream KPN has shown Dutch citizens it is a company that not only communicates ‘Feel free’ but actually puts these words into action by using it’s technology to make LGBT’s worldwide experience a brief feeling of freedom.
Execution
We divided the campaign into three phases: spread the message (1), the Pridestream event on the 1st of August (2) and relive the event (3). For the first and the second phase we created awareness about Pridestream among as many people as possible. To accomplish this we used (national and international) PR, social media and partnered up with organisations to help us spread the message through (secret) gay organisations and communities worldwide. In the third phase we connected the Pridestream initiative with KPN. Using PR and social media we spread an after movie showing the important message of ‘Feel free’ that KPN underlined with Pridestream.
The project was developed based on our drive to use creativity to make something possible that had previously been inconceivable. Pridestream made a social impact by spreading the freedom of Amsterdam Gay pride all over the world. The fact that a big national brand like KPN donated its’ boat to LGBT’s worldwide who are not able, allowed or convenient to express who they really are and demonstrated it stands for a social cause. Pridestream created a lot of positive sentiment that was expressed in a wave of positive feedback and enthusiastic comments. But an even more sticking side effect is that the HR department of KPN has recently received lots of spontaneous applications for high lever management functions, way more then they normally do.
The Strategy
Our primary goal was to reach LGBT’s worldwide, create awareness for Pridestream and invite them to join the Pridestream on the 1st of August. Secondary we wanted to inform all Dutch citizens about the initiative to generate positive sentiment and demonstrate that KPN stands for a social cause like gay rights. We created a lot of awareness amongst Dutch citizens for this social cause, via free publicity in (inter)national news-, lifestyle-, gay- and social media. We managed to get the Pridestream under the attention of LGBT’s worldwide, even in places where they are not so easily reached, thanks to the help of many well organized LGBT and gay rights organizations and communities. We made a (social) toolkit (including background information, video, social posts) to facilitate this peer-to-peer sharing via social and online media.