| Title | PRIDEBEAT |
| Brand | FLYTOGET |
| Product/Service | FLYTOGET |
| Category |
B08. Live Shows / Concerts / Festivals |
|
Entrant
|
GEELMUYDEN KIESE Oslo, NORWAY
|
|
Idea Creation
|
GEELMUYDEN KIESE Oslo, NORWAY
|
|
Idea Creation 2
|
FLYTOGET Oslo, NORWAY
|
|
Idea Creation 3
|
INDIGO MUSIC NORWAY OSLO, NORWAY
|
|
PR
|
GEELMUYDEN KIESE Oslo, NORWAY
|
|
PR 2
|
FLYTOGET Oslo, NORWAY
|
|
Production
|
FERDI FILM Oslo, NORWAY
|
Credits
| Vidar Singh |
Geelmuyden Kiese |
Executive Creative Director |
| Svein Roger Selle |
Geelmuyden Kiese |
Partner and executive vice president for business development |
| Haakon Forren |
Geelmuyden Kiese |
Senior project manager |
| Mads Bergstrøm |
Geelmuyden Kiese |
Creative |
| Joachim Husby |
Geelmuyden Kiese |
Creative |
| Theis Roksvåg Pedersen |
Geelmuyden Kiese |
Creative |
| Kristoffer Hunstad |
Geelmuyden Kiese |
Creative |
The Campaign
No matter who you love, we all carry the same wish to experience true love. This feeling is shown naturally as the heart starts beating when we are kissed and caressed by someone we love.
Based on this insight, the unique piece of music, PrideBeat is based on heartbeats from couples loving each other - documented in a candle-lit music studio in downtown Oslo.
Execution
The movie about the project was recorded in week 24/25, just before and during Oslo Pride.
The song PrideBeat was performed for the first time during an event in Oslo´s city centre at an official Oslo Pride event 24th of June.
The film about the entire project was released in social channels and own media 28th of June.
Tier 1:
The project has increased the brand´s equity as it contributes to position the company as forward-leaning, innovative and plugged into society.
Tier 3:
The project and video has received a very positive response from other Pride festivale and LGBT societies, in addition to receiving an impressive organic growth in social media.
The Situation
The PrideBeat project is PR relevant as it shows how a company can use social awareness to contribute to an important event in a constructive way.
This cooperation is genuinely rooted in the company, and the outtake shows this is an innovative and engaging way.
Together these factors create a good fundament for PR and brand engagement on a platform perfect for creating engagement connected to an important subject and event.
The Strategy
Target audience:
Potential visitors of Oslo Pride 2016
Target media:
Social media, Pride festivals over Europe and PR
PR planning:
Targeted websites, social media and press releases sent exclusively to selected media houses.