| Title | PRIDESTREAM |
| Brand | KPN |
| Product/Service | TELCO |
| Category |
A02. Use of Live Shows/Concerts/Festivals |
|
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 |
The Brief
While the freedom to be your true self and ability to love whomever you want, is being celebrated every year in Amsterdam during the Gay Pride, there are still places on the globe where this freedom and acceptance is far from obvious. Dutch telecom provider KPN believes everyone in the world should be able to be appreciated and feel free for who they are. It created Pridestream to give everybody unable, forbidden or afraid to be (physically) part of these celebrations, the chance to experience what it is like to feel free to be yourself and feel loved for whoever you are.
Campaign Success
Every year thousands of people come to Amsterdam to celebrate the acceptance and equality of LGBT’s during the Gay Pride. Dutch telecom provider KPN believes everyone in the world should be able to feel free and appreciated for who they are. That is why KPN used the Canal Parade event as the perfect opportunity to not only create awareness for gay rights but enabling all unfree LGBT’s to be part of the celebration and experience a brief feeling of freedom. This demonstrates KPN brand does not only communicates ‘feel free’ (KPN’s brand mission) but also uses it’s technology to act upon it.
Describe the success of the promotion with both client and consumer including some quantifiable results
Pridestream created social impact by spreading the freedom of Amsterdam Gay pride all over the world. More than 68.000 people from over 128 countries sailed along as virtual passengers via the 360? livestream on pridestream.org. It gained a lot of free (media) attention and was published in over 150 (inter)national media titles. Which, together with 4 million Facebook- and 1.7 million Twitter impressions, resulted in a total of 80.540.948 media impressions (worth an estimated value of more than 1 million euro). Big national brand KPN demonstrated with Pridestream it stands for gay rights and it’s 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. Pridestream created a lot of positive sentiment in media that was expressed in a wave of positive and enthusiastic feedback and comments.
Explain why the method of promotion was most relevant to the product or service
Every year during the Amsterdam Gay Pride Canal Parade dozens of excessively decorated boats filled with dancing, partying people sail through the Amsterdam canals to get attention for the acceptance and equality for LGBT’s. With Pridestream Dutch telecom provider KPN donated its’ boat to all LGBT’S worldwide who were not able, allowed or convenient to join this celebration. Without any passengers the Pridestream boat was far from empty. A 360° camera streamed the Parade live through a secured Internet connection so everyone could watch the stream carefree. The LED screens showed (anonimyzed) virtual passengers and displayed activating brand messages with insights on the ‘virtual passengers’, stimulating the audience to cheer extra loud for them.