| Title | @JustAnEscalator – The world’s only tweeting escalator |
| Agency | Hasan & Partners |
| Campaign | @JustAnEscalator – The world’s only tweeting escalator |
| Advertiser | KONE Oyj |
| Brand | Kone |
| Date of First Broadcast/Publication | 2018 / 3 |
| Business Sector | Construction & Civil Engineering |
| Story | WE TRANSLATED 3572 REAL-TIME DATA SIGNALS INTO ENGAGING CONTENT – AND TWITTER FOLLOWED. Each second, around 6000 tweets are being posted on Twitter. This corresponds to over 500 million tweets every day. In February 2018, an unexpected source suddenly crashed the party. By connecting their escalators to the cloud and monitoring their performance, Finnish manufacturer of elevators and escalators, KONE, makes maintenance predictive, tailored and intelligent. We wanted to make this complicated IoT-service concrete and understandable to the wider audience. By interpreting the data provided to the cloud by the escalator, and translating it into readable messages, we created the world’s first tweeting escalator. On Twitter, the world could follow the inner thoughts of an unnamed London escalator - and they did. The use of social media, specifically Twitter, as a platform for our communicational concept, allowed us to interact with our audience in a completely new way. In an attempt to simplify a fairly technical service and make it easily approachable and engaging, we used the framework and limitations of Twitter to our advantage and created a campaign the likes of which the world has never seen before. As we have access to the inner thoughts of a London escalator, why not translate them into human tweets and share them with the world? |
| Media Type | Social Media |
| Length | |
| More Information | http://machineconversations.kone.com/escalators/ |
| Executive Creative Director | Tobias Wacker |
| Head of B to B | Mia Sirkiä |
| Account Manager | Markus Frick |
| Account Manager | Ketsia Anttila |
| Digital Producer | Marc Stevenson |
| Developer | Dean Clatworthy |
| Production Company | Trickle Distribution |
| Production Company | Spoon Publishing Oy |
| Art Director | Timo Huopalainen |
| Copywriter | Rasmus Stoltzenberg |
| Copywriter | Niclas Runeberg |
| Production AD | Karin Gellman |
| EVP, Marketing Director | Max Alfthan |
| Marketing Communications Manager | Anna-Kaisa Ehnqvist |
| Managing Editor | Laura Vinha |
| Communications Manager and Writer | Scott McMahon |
| Marketing Communications Director | Suvi Silvanto |
| Communications Director | Liisa Kivelä |
| Agency Director | Lena Barner-Rasmussen |
| Content Director | Asha Gopalkrishnan |
| Editor | Nikhil Sivadas |
| Creative & distribution director | David Larsson |
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