KONE - MACHINE CONVERSATIONS
Title | KONE - MACHINE CONVERSATIONS |
Brand | KONE OYJ |
Product/Service | KONE ELEVATORS |
Category |
D03. 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.
Creative Execution
We carefully crafted a real-time site, with a backend integrating through a custom API to the elevators, and with a front-end outputting up to 12 elevator’s sensory data in spoken and written language, in Messenger style conversations using IBM BlueMix speech synthesis. The site itself, with supporting video materials went live on 8 February 2017. Simultaneously, we kicked our social media campaign off, conducted numerous interviews and PR activities with hand-picked media and made the PR kit and additional information on 24/7 Connected Services available on our global site and a few country-specific websites. One week after the launch, we appeared on stage at the IBM Genius of Things event to create an ever growing cycle of exposure, which duly followed. After a second PR drive in March, Machine Conversations phenomenon was even picked up by and used as part of IBM Watson’s own TV Commercials in the US.
Results
In days, Machine Conversations became a pop-culture phenomenon. It reached 755 million listeners and viewers — with e.g. over 1300 media articles ranging from USA Today to Forbes to Financial Times to Quartz to BoingBoing. Over 7 million € in earned media. The sentiment of coverage was highly positive and helped KONE to sharpen its position as an innovative company vs its competitors. Proactive demand creation for the service with clients wanting to know more about it – very unusual for the very low-interest elevator maintenance business. People waited for an average of 10 messages on the website – and gathered a good understanding about a complex service in very short time.
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. By targeting directly to an expert audience and potential building managers via e-newsletters to potential customers, amplified by massive earned media and social exposure, we had our target groups spend time with the service, which made them immediately understand what the new service is all about.
The campaign was targeted at 1) an expert audience of AI, IoT and Elevator specialists 2)potential buyers of elevator maintenance services-tens of thousands of facility managers around the world, whose daily job it is to take care of the buildings we live and work in, and 3) the world’s media, which helped amplify our campaign in a matter of days. Instead of paid advertising, we relied completely on PR work prior, during and after the launch to create exposure and amplify our message. Tone-wise, we demystified Machine Learning and Machine Intelligence and turned them into lovable tangible and human-sized executions. To further gain credibility and visibility, we utilized our cooperation with IBM and Watson and the power of those brands. Those exposed to the campaign
were led on a path to first hear machines talk, view a descriptive video — and then request KONE for further
information.