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
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.
Creative Execution
The Finnish elevator maker KONE developed an AI-driven monitoring and control system that could in real-time analyze an elevator’s status based on over 30 variables, analyze it to predict near and far future wear and tear — and repair things before they break. Powered by IBM Watson IoT the system was ready to go live but needed a powerful demonstration of 24/7 elevator connections that would appeal to the general public, to media, and target customers. 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. We created over 500 human-language equivalents for the elevator’s 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. 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. To provide an easy to understand proof of our capabilities in tracking, analyzing and predicting repair needs we collected and used vast amounts of real-time data supplied by KONE’s sensors from 12 different elevators around the globe. 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 live and also to read as intelligent and intriguing machine conversations in real time as they happen. All this, including live audio, was output on a website in real-time following the elevators’ second-by-second status changes.