KONE - MACHINE CONVERSATIONS
Title | KONE - MACHINE CONVERSATIONS |
Brand | KONE OYJ |
Product/Service | KONE ELEVATORS |
Category |
A07. Financial Products & Services, Commercial Public Services, B2B Products & Services |
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. All together we translated over 500 data signals into human sentence equivalents
Campaign Success
The real-time data supplied by KONE’s sensor packs in 12 elevators was uploaded via a custom API to a real-time human language database that translated the elevator, environmental & AI cloud variables into over 500 status update sentences in human language — spoken live using IBM’s BlueMix voice synthesis. The sentence content, tone and structures varied based on each of the over thirty monitored variables — and the responses by the cloud were similarly given human-equivalent versions. All this, including live audio, was output on our campaign site in real-time following the elevators’ second-by-second status changes.
Describe the success of the promotion with both client and consumer including some quantifiable 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 of a complex service in very short time. Even our cloud services partner, IBM picked up the Machine Conversations phenomenon, amplifying campaigns reach even further.
Explain why the method of promotion was most relevant to the product or service
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. To promote the service within potential customers, the website was used as a direct promotion tool, as an indirect tool via newsletters to customers and created demand with a massive earned media amplification among the core audience.
To provide high-impact, incontrovertible proof of our capabilities in tracking, analyzing and predicting repair needs for elevators we collected and used vast amounts of real-time data supplied by KONE’s elevator sensor packs. 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 and also to read as intelligent and intriguing machine conversations. 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. This had the effect of giving each elevator and the cloud a unique tone-of-voice and personality. The execution was targeted towards media, the general public and an expert audience of AI, IoT and elevator specialists, and most crucially towards potential elevator maintenance customers.