KONE - MACHINE CONVERSATIONS
Title | KONE - MACHINE CONVERSATIONS |
Brand | KONE OYJ |
Product/Service | KONE ELEVATORS |
Category |
A07. Use of Real-time Data |
Entrant
|
HASAN & PARTNERS Helsinki, FINLAND
|
Idea Creation
|
HASAN & PARTNERS Helsinki, FINLAND
|
Idea Creation 2
|
KONE Espoo, FINLAND
|
Media Placement
|
SPOON Helsinki, FINLAND
|
PR
|
THE WHITEOAKS CONSULTANCY Farnham, UNITED KINGDOM
|
PR 2
|
THE HONEY PARTNERSHIP London, UNITED KINGDOM
|
Production
|
HASAN & PARTNERS Helsinki, FINLAND
|
Production 2
|
COCOA MEDIAPRODUCTIONS Helsinki, FINLAND
|
Production 3
|
TRE FILM Helsinki, FINLAND
|
Production 4
|
INTO DIGITAL Helsinki, FINLAND
|
Credits
Tobias Wacker |
hasan & partners Oy |
Creative Director |
Timo Huopalainen |
hasan & partners Oy |
Senior Creative, Art Director |
Rasmus Stoltzenberg |
hasan & partners Oy |
Copywriter |
Vesa Markonsaari |
hasan & partners Oy |
Production AD |
Mia Sirkiä |
hasan & partners Oy |
Head of BtoB |
Ketsia Anttila |
hasan & partners Oy |
Account Manager |
Anna Nurkse |
hasan & partners Oy |
Digital Officer |
Dean Clatworthy |
hasan & partners Oy |
Lead Developer |
Turo van Liere |
hasan & partners Oy |
UI/UX Designer |
Luca Rossi |
hasan & partners Oy |
Web Designer |
Anja Boxberg |
KONE Oyj |
Director, Maintenance Marketing Global Communications & Marketing |
Max Alfthan |
KONE Oyj |
Executive Vice President, Marketing and Communication |
Anna-Kaisa Ehnqvist |
KONE Oyj |
Marketing Communications Manager Global Marketing & Communications |
Henri Laurikka |
Cocoa Mediaproductions |
CG Supervisor and Artist |
Niko Kuurne |
Cocoa Mediaproductions |
Producer |
Aleksi Koskinen |
Tre Film Ab |
Photographer |
Mark Terry-Lush |
The Honey Partnership LLP |
Partner, managing director |
Antti Rasi |
Into Digital Oy |
Managing Director |
Antti Lassila |
Into Digital Oy |
Head Developer |
Jarno Kontkanen |
Into Digital Oy |
Frontend Developer |
Janne Ahvenlampi |
Cocoa Mediaproductions |
Motion Graphics |
Markku Mäkelä |
Cocoa Mediaproductions |
Sound Design |
Jonas Bohman |
Cocoa Mediaproductions |
Digital Artist |
John Broy |
Whiteoaks |
Associate Director |
Lena Barner-Rasmussen |
Spoon |
Agency Director |
The Campaign
Talking about AI, IoT and Machine Learning would get us nowhere. So we asked a simple question: has anyone ever HEARD machines talking to each other — in real-time? We knew the new KONE service would be able to listen to vast amounts of real-time use data from up to a million elevators — each second. We devised a way to tap into the real-time data feed between KONE elevators and the IBM Watson IoT cloud and created intelligent, human-language discussions from these. Human-language equivalents were created for each elevator and environmental variable and Watson IoT action. Thus creating a language, tone-of-voice, and personality for our elevators & AI — and making it possible for them to have conversations that people could eavesdrop on. Nobody had ever translated machine-to-machine data into audible, intelligible and shareable conversations. Until now.
The users could follow, by hearing and reading, an elevator’s real-time status updates and the AI cloud’s responses to them, and jump from elevator to elevator — in essence, eavesdropping on multiple one-on-one machine-to-machine chat. In days, Machine Conversations became a pop-culture phenomenon with consumers, the media and the industry joining the storytelling with phrases from films and entertainment. We reached 755 million listeners and viewers — with e.g. over 1300 media articles ranging from USA Today to Forbes to Quartz to Financial Times to BoingBoing. The launch was a success for KONE in terms of active customer
demand.
To launch KONE’s new 24/7 AI-powered elevator maintenance offering, for the first time, real-time machine-to-machine conversations were translated into human language — making it possible for people to hear what goes on in the minds of elevators and an AI-driven cloud — sparking worldwide attention and becoming a pop-culture phenomenon. All together we translated over 500 data signals into human sentence equivalents – and let people listen in real time.
To provide high-impact, incontrovertible proof of our capabilities in tracking, analyzing and predicting repair needs for elevators we collected and used vast amounts of real-time data supplied by KONE’s elevator sensor packs. We linked the sensory feed up through a custom API to our own backend and output it through IBM’s BlueMix voice synthesis for anyone to listen and also to read as intelligent and intriguing machine conversations. The conversations were written and programmed to account for changes in the over 30 variables tracked by our sensory packs, resulting in ever-changing status updates and ensuring intelligent responses to these from the cloud. This had the effect of giving each elevator and the cloud a unique tone-of-voice and personality. The execution was targeted towards media, the general public and an expert audience of AI, IoT and elevator
specialists, and most crucially towards potential elevator maintenance customers. For them, we had to have a real
specialists, and most crucially towards potential elevator maintenance customers. For them, we had to have a real proof, not just a proof of concept.