Seidor: Emotional Pulse [Presentation Image]

Credits & Description:

Brand SEIDOR
Entrant YSLANDIA MADRID
YSLANDIA Madrid, Spain Entrant Company
YSLANDIA Madrid, Spain Idea Creation
YSLANDIA Madrid, Spain Production
Gil Blancafort Yslandia General Creative Director
Belén Peña Yslandia General Director
Laura Vega Yslandia Head of Project
Elías Rodríguez Yslandia Copywriter
Teresa López Yslandia Copywriter
Andrés Huerta Yslandia Copywriter
Raúl Tejada Yslandia Graphic Designer
Carlos Lasheras Yslandia Graphic Designer
David Reifs Seidor Chief Technology Innovation Officer
Synopsis
Situation
Seidor is a Spanish multinational in the technology sector that offers services.
As part of their communication plan they partnered with mountaineer Ferran Latorre in his toughest challenge, crown Mt. Everest.
The high number of deaths in the Himalaya, and after failing 6 times, Ferran, knew emotions could make him fail a seventh time.
Seidor, levareged their techonology and translated it to Emotional Pulse, which helped him take the best decisions.
Brief
How can we make our complicated technology understandable to the people and other companies? How can this bring media attention with no media investment?
How can we make something cold like coding, feel emotional to engage other businesses?
To increase the visibility and awareness of the brand among current and potential customers.
Associate the brand with values of innovation, reliability, effort, perseverance, and leadership linked to the mountaineer and his challenge.
Generate traffic to the Seidor’s website.
Strategy
IT departments and purchasing departments of medium-sized enterprises (national and international) of all sectors.
Approach:
In response to the Seidor brief, rather than creating an unconventional communication campaign or a typical PR campaign, we suggested developing and launching a strategic marketing product. Aware of the weight of functional drivers in Seidor customers’ purchasing decisions, we were sure that the technological and reliability factors needed to be intrinsic to the proposal, linked to emotional elements. The fact of not having a media budget was a compelling reason to opt for an alternative and innovative communication formula, able to awaken the interest of the media and encouraging dissemination.
Relevancy
Emotional Pulse is an empirical demonstration of how emotions can be monitored and translated into technology. This experience is like a real-life demo, to sell the technology to other companies.
SEIDOR, the client and I+D company , is now selling these algorithms to other business who can use this information to monitor human emotions; such as: IVF companies (to see when is the best emotional moment for a woman, to fertilize an egg with sperm), gaming companies (to monitor the players emotions and organic reactions), measurement companies (such as Nielsen, to see consumer responses to stimuli).
Outcome
Business impact - sales, donations, site traffic: 71% increase in new sessions on the brand site; 150.000 visitors to the web app with an average media spent on the web app of 4’15”
Response rate: 10%
Organic Impressions: 400,219
Consumer awareness: increase of 15 points
Media value: €1 500,000, with presence in: 32 digital press media, 6 national daily press and 3 tv channels (including an ad hoc 2:30h TV programme)
Increased brand visibility of 15 points
Execution
Implementation
Web app for following the mountaineer in real time: geolocation, climatic variables, vital signs and, for the first time, emotional state. The technological kit consisted of a wearable device that monitored the athlete through sensors like the PPG which provided data on heart rate, blood volume pulse and another EDA sensor, which made it possible to predict variables like stress and excitement. All the data gathered, was sent through the Iridium satellite connection, a satellite communications provider for constant monitoring.
Timeline
- Mobile Word Congress (March 2017): announcement of the association with Ferran Latorre
- Press launch of the project (5 April 2017)
- Release of Emotional Press (9 April 2017): coinciding with the start of the expedition.
- SAP Innovation Forum Madrid (20 April): Project presentation
- End-of-project (27 May): Coinciding with the arrival at the summit.
Placement
Seidor digital platforms: Social networks and brand website
Scale
National
Campaign Description
Over 1/3 of fatal deaths while climbing, are related to wrong decisions taken with the wrong cemotional mindset.
Create a device, that translates human emotions into real time data, to help Ferran Latorre reach Mt. Everest Sumimit after 6 failed attempts.
Emotional Pulse, evidences the value of technology when technology is put at people’s service.