KONE VR Escalator

KONE VR Escalator

The most uneventful VR experience ever made    

“Like those weird Norwegian Netflix films where you ride a train for ten hours, it’s actually entrancing.”
— Matthew Huges, The Next Web

As the construction market is slowing down globally, the elevator and escalator industry has increasingly shifted their focus from new equipment business towards services. KONE wanted to launch their new IoT-service in a way that clearly stands out and create a competitive edge.

24/7 Connected Services combines KONE equipment with IBM’s Watson-platform, which analyses escalator activity in real-time, every second of every day. Continuous monitoring helps KONE make timely service and maintenance procedures, which prevents unnecessary breakage.

Escalators are boring by design, even to the target groups. They only get noticed if they break down. When escalators are serviced before breakage, KONE can keep them running without interruptions, almost endlessly. This means that we make them even more uneventful by monitoring them in order to keep them running without interruption.

But how do you market something that is innovative, but essentially boring? Our solution was to bring something fresh, news worthy and innovative to the method of storytelling itself, while making it so uneventful it becomes captivating. That’s why we created the world’s most boring VR-experience; A never-ending ride is only accompanied by the monotone voice of the escalator, which informs the user about its performance.

In a world of fast-paced content and short attention spans, KONE managed to differentiate and stand out by presenting something utterly uneventful in an impressive, thoughtful way. Goes to show, that even the most boring subject can become an international sensation when put in the right context.

never satisfied