@JustAnEscalator – The world’s only tweeting escalator

Entry code: E38008GD19Agency: hasan & partners, HelsinkiAdvertiser / client: KONE Oyj
Group: E Digital & mobile, E38 Social networking solutions & community sites

Creative idea

Escalators are boring by design. They only get noticed if they break down. By monitoring their performance, KONE makes maintenance predictive and intelligent. How do you market something that is innovative, but essentially boring? We brought something fresh to the method of storytelling itself. To make a complicated IoT-based service understandable to the wider audience, we interpreted the data provided by an escalator and translated it into readable messages. On Twitter, the world could follow the inner thoughts of an escalator, and they did.

  • Brand name: KONE
  • Advertiser / client: KONE Oyj
  • Product / service: KONE 24/7 connected services for escalators
  • Campaign name: @JustAnEscalator – The world’s only tweeting escalator
  • Agency network: INDEPENDENT AGENCY
  • Agency: hasan & partners, Helsinki
  • Additional company: KONE Oyj, Spoon Publishing, Trickle Distribution
  • Web address: https://www.kone.com/en/products-and-services/maintenance-and-modernization/24-7-connected-services.aspx
  • Executive creative director: Tobias Wacker
  • Art director: Timo Huopalainen
  • Copywriter: Niclas Runeberg
  • Account director (agency): Mia Sirkiä
  • Client account director: Max Alfthan, Executive vice president, marketing and communication
  • Media director: Anna-Kaisa Ehnqvist, Marketing communication manager / KONE
  • Pr director: Suvi Silvanto, Marketing communications director
  • Agency producer: Marc Stevenson
  • Digital creative: Dean Clatworthy, Lead developer
  • Additional company: hasan & partners: Production AD Karin Gellman, Account managers Markus Frick and Ketsia Anttila /KONE Oyj: Managing editor Laura Vinha, Communications manager Scott McMahon, Dir. communications Liisa Kivelä / Spoon Publishing Oy / Trickle Distribution