KONE - MACHINE CONVERSATIONS

Bronze Eurobest

Demo Film

Presentation Image

TitleKONE - MACHINE CONVERSATIONS
BrandKONE OYJ
Product/ServiceKONE ELEVATORS
Category D01. 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
Name Company Position
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

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.