Title | YOURNALIST |
Brand | EITB - EUSKAL IRRATI TELEBISTA |
Product/Service | YOURNALIST |
Category |
B11. Use of Mobile |
Entrant
|
THE CYRANOS//McCANN Barcelona, SPAIN
|
Idea Creation
|
THE CYRANOS//McCANN Barcelona, SPAIN
|
Production
|
THE CYRANOS//McCANN Barcelona, SPAIN
|
Credits
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.
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.
YOURNALIST is the only news app which, like Shazam, CAPTURES
SOUND directly from TV, radio, etc. It converts it into data using
DEEPLEARNING and SENTIMENT tools that seek REAL OBJECTIVITY.
THE DIFFERENT FOCUSES DON’T COME FROM PREVIOUS ideological
or geographical BIASES of the media. We obtain the SELECTION,
BRAND AND DEGREE OF DIFFERENTIATION IN THE TREATMENT OF
THE SPECIFIC NEWS ITEM due to the innovative use of WATSON (IBM)
with which we subject the data to a double filter. One to identify
keywords and find similar newsitems, and the other to do exactly the
opposite: to identify differences, not similarities.
Insights, Strategy and the Idea
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.