ABOUT

INSIGHT:
We tapped into the insight that Irish people are known for their humor, fruitful language and artistic flare when it comes to posters for significant parades and marches.

STRATEGY:
We used this to drive our ‘Busta-Line, Ride With Pride’ social contest that asked the public to share their best Pride poster slogan for a chance to ride in the FREE NOW float along with winning some other goodies. We promoted the contest in the lead up to Pride through a series of bespoke MP4’s, pushed out across FREE NOW’s social channels. For further reach and engagement we applied media spend zoning in on our campaign target.

Solution:
After many entries and much deliberation ‘Walking can be a drag’ was crowned the winner. The winning poster was displayed across FREE NOW’s channels and on the float at the Pride Parade. Verve also captured content and posted live in real-time to FREE NOW’s social channels, giving viewers a glimpse of the day’s festivities and creating positive brand sentiment.