The Finnish elevator maker KONE developed an AI-driven monitoring and control system that could in real-time listen to any elevator’s status based on over 30 variables, analyze it to predict near and far future wear and tear — and repair things before they break. Powered by IBM Watson IoT the KONE cloud had enough power to handle a million elevators simultaneously, the system was ready to go live but needed a powerful demonstration of 24/7 elevator connections that would appeal to the general public, to media, and target customers. We started out with a simple, threefold aim: Create worldwide buzz for predictive maintenance, make KONE the opinion leader in that sector, and establish KONE as a force to reckon with in AI-based services.

One day prior to launch an internal event was held at KONE locations across the globe. On launch day, we went live with our Machine Conversations site. We kicked our social media campaign off, conducted numerous interviews and PR activities with hand-picked media and made the PR kit and additional information on 24/7 Connected Services available on our global site and a few country-specific websites. One week after the launch, we appeared on stage at the IBM Genius of Things event in Munich, to fan the flames, and create an ever growing cycle of exposure, which duly followed. After a second PR drive in March, Machine Conversations phenomenon was even picked up by and used as part of IBM Watson’s own TV Commercials in the US. 1,5 months later, the story was given a second round of PR, targeting the creative technology field.