JFK UNSILENCED

Gold Eurobest

Case Film

Presentation Image

ClientTHE TIMES/NEWS UK & IRELAND
Category C07. Use of Technology
TitleJFK UNSILENCED
Product/ServiceNEWSPAPER
Entrant ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Idea Creation ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Media Placement THE TIMES/NEWS UK & IRELAND London, UNITED KINGDOM
PR THE TIMES/NEWS UK & IRELAND London, UNITED KINGDOM
PR 2 ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Production CEREPROC Edinburgh, UNITED KINGDOM
Production 2 SCREEN SCENE Dublin, IRELAND
Production 3 ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Credits
Name Company Position
Alan Kelly Rothco | Accenture Interactive Executive Creative Director
Stephen Rogers Rothco | Accenture Interactive Creative Director
Alan Byrnes Rothco | Accenture Interactive Executive Producer
Jenna Plant Rothco | Accenture Interactive Project Manager
Alan Kelly Rothco | Accenture Interactive Executive Creative Director
Stephen Rogers Rothco | Accenture Interactive Creative Director
Patrick Hickey Rothco | Accenture Interactive CEO
Paul Hughes Rothco | Accenture Interactive Creative Strategy & MD
Sally Oldfield Rothco | Accenture Interactive Operations
Jill Byrne Rothco | Accenture Interactive Director of Marketing
Shane O Riordan Rothco | Accenture Interactive Head of Design
Lauren McNinney Rothco | Accenture Interactive Voiceover Artist
Paul Power Rothco | Accenture Interactive Visual Editor
Richard Oakley The Times/ News UK & Ireland Editor
Chris Pidcock CereProc Chief Technology Officer

Why is this work relevant for PR?

In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech. In 2018, PR brought his Unsilenced speech to the attention of over 1 billion people.

Background

Situation : The Times was seen as a paper with a narrow mindset. This wasn’t actually true. The Times prides itself on having many differing opinions and voices on any particular story. Brief : Help launch the Times ‘Find your voice campaign’ to its readers and potential readers around the world. Objectives : Reposition The Times as a paper that represents many differing voices.

Describe the creative idea

When JFK was assassinated on 22/11/63 he was on his way to give an important speech at the Dallas Trade Mart. Now, 100 years after his birth, he finally gets to make it. The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of archive recordings of old JFK speeches. This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration to allow JFK to finally deliver the best speech never heard.

Describe the strategy

The Times campaign ‘find your voice’ aims to help people to find their voice through the news and opinions put forward by the Newspaper. Using tech to help millions of readers find the voice of one of the most respected Presidents in these unusual times felt like the perfect way to launch the campaign. Our strategy was to find a relevant story that could reflect our brand idea ‘find your voice’ and then let PR bring it to as many of our and our rivals readers as we could.

Describe the execution

The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of old speeches of varying quality and audio. This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration. Combinations of sounds are selected and smoothed together by months of painstaking sound engineering The execution allowed our readers to finally hear the Trade Mart Speech delivered in JFK’s own voice. Scale : Over 1 billion media impressions Brand relevance : This idea was to help launch the Times ‘Find your voice’ campaign.

List the results

Subscription requests = 17k Twitter reach = 51 million. Global Media Impressions = 1 Billion. Business impact - Every one of our rivals covered the story. (Guardian, New York Post, Daily Mail, Daily Mirror, Sun, Evening Standard, Washington Post, Independent plus hundreds of titles around the globe plus Tv, radio & online publications around the world - BBC, Sky, ABC etc).