YOURNALIST

Silver Eurobest

Case Film

Presentation Image

ClientEITB - EUSKAL IRRATI TELEBISTA
Category A06. Media & Publications
TitleYOURNALIST
Product/ServiceYOURNALIST
Entrant THE CYRANOS//McCANN Barcelona, SPAIN
Idea Creation THE CYRANOS//McCANN Barcelona, SPAIN
Production THE CYRANOS//McCANN Barcelona, SPAIN
Credits
Name Company Position
Leandro Raposo The Cyranos // McCann Creative President & Founder
Pablo Colonnese The Cyranos // McCann Executive Creative Director & Founder
Oriol Bombí The Cyranos // McCann Head of Strategic Planning
David Fernández The Cyranos // McCann Creative Director
Joaquin Espagnol The Cyranos // McCann Creative Director
Matías López Navajas The Cyranos // McCann Copywriter
Diego Alonso Rodríguez The Cyranos // McCann Art Director
Eduard Cubel The Cyranos // McCann Art Director
Jaume Rufach The Cyranos // McCann Copywriter
Carlos García-Munté The Cyranos // McCann Copywriter Junior
Fernando Diago The Cyranos // McCann Art DirectorJunior
Xavi Teruel The Cyranos // McCann Art Director Junior
Alba Riart The Cyranos // McCann Production Manager
Patrícia Franquesa Ruiz The Cyranos // McCann Agency Producer
Fernanda Pierri The Cyranos // McCann Head of Client Services
Anna Gil The Cyranos // McCann Head of Account Services
Natalia Chillon The Cyranos // McCann Office Manager
Xavi Tribó Xavi's Lab / GLASSWORKS Technology Director
Joan Amat Xavi's Lab / GLASSWORKS App Developer
Olga Duerto Oxigeno Executive Producer
Joan Coca Oxigeno Producer
Jerome Oxigeno Director
Artic Oxigeno Post Production

The Campaign

THE FIRST APP THAT CAPTURE THE SOUND OF ONE NEWS ITEM FROM YOUR TV, RADIO, ETC AND LETS YOU CHECK IT IN REAL TIME WITH MILLIONS OF STORIES AND GIVES YOU THE 6 MOST WIDELY DIFFERING ANGLES OF COVERAGE ALL OVER THE WORLD. If lies have an increasing amount of tools, then the truth has to have them too. That´s we created yournalist. The first app that lets you check in real time, millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world. Without any ideological or geographical bias. It starts like Shazam. Aim your mobile towards your tv or radio when they are talking about a topic you are interested in. In real time,YOURNALIST sends it to Watson, an IBM software that,with a deep learning algorithm, selects the keywords tofind just the news that matches yours.

Creative Execution

Yournalist uses the latest advances in DEEP LEARNING. IT IS THE FIRST NEWS APP THAT CAPTURES SOUND that then using IBM WATSON, BY MEANS OF SENTIMENT ALGORITHMS APPLIED TO NATURAL LANGUAGE, processes it and identifies concepts, entities, people, and target sentiment, WHICH IT CONVERTS INTO KEYWORDS with percentages of relevance that are used TO LOOK FOR OTHER SIMILAR SOURCES that contain them. ONCE IDENTIFIED, IT MAKES AN INNOVATIVE SECOND READING OF DATA BY WATSON: it uses the tool for the opposite reason for which it was designed and, instead of similarities, TO FIND DIFFERENCES. IT THUS OBTAINS 6 NEWS ITEMS THAT ARE DIFFERENT FROM EACH OTHER, AND OBJECTIVELY, WITHOUT IDEOLOGICAL BIAS, ONLY DEGREES OF DIFFERENTIATION IN THE TREATMENT.

Results

Reviewed positively in the main technology and general media outlets (4 stars in the magazine iCreate). The plus service is used today by more than 40 editorial teams around the world. EITB became the first independent and objective media outlet in spontaneous mention in the regions where it operates. 83% of users use it as their prime source of information on their mobile, sent to more than 50,000 subscribers outside the Basque Country. Coverage in the main general media outlets. Second stage of funding to launch it globally.

In times of misinformation, YOURNALIST is a tremendously useful tool by Eitb. The sound capturing (like Shazam) makes it useful and, for the brand, this converts to Yournalist as a perfect contact point with the general target, being able to become an app of frequent use for those who want to be informed. With the app, Eitb BREAKS THE GEOGRAPHICAL FRONTIERS OF THE CHANNEL ITSELF (associated with the Basque Country) AND DIRECTLY REACHES A POTENTIAL WORLDWIDE PUBLIC that otherwise would be economically impossible. Moreover, YOURNALIST WILL ESTABLISH DIRECT COMMUNICATION WITH USERS, enabling the evaluation and reporting of fake news.

EITB is a public communication medium traditionally associated to an autonomous community and positioned as a medium in constant search for the truth. We wanted to strengthen our position and broaden our range outside our traditional demographic target. And to demonstrate that in these times these are not just words, we created an app that is different to all other apps from other communication media. An app from a medium that didn’t want to be your only medium. YOURNALIST: The first app that lets you check in real time, millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world. Without any ideological or geographical bias.