@JustAnEscalator – The world’s only tweeting escalator

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