Alice Reindlová
Communications Manager at McCann Demand
TitleSeniors for seniors
BriefWhen older people go to buy a mobile device, they sometimes feel blinded by the science spouted by younger vendors. In fact, technology is better explained to seniors...by other seniors. So Vodafone retrained some retirees into a sales force. The recruitment was based only on two criteria: they had to be over 65, and know nothing about technology. The related film sparked a debate about age-ism.
Agency
Campaign Seniors for seniors
Advertiser Vodafone
Brand Vodafone - HR Program
Date of First Broadcast/Publication 2018 / 3
Business Sector Telecommunications Services
Story Through this special HR program we recruited, trained, and reconverted pensioners into Vodafone sales force to support older customers and connect them to modern technology in a dignifying and successful way.
Philosophy Technology can be better explained to seniors… by other seniors.
We developed an HR experimental program to reconvert pensioners into Vodafone sales force.
The recruitment was based only on 2 criteria: to be over 65 y.o. and know nothing about modern technologies.
We redesigned our training program, using less memorization but learning by play.
Problem In Czech Republic pensioners feel useless and deserted.
Technology deepens their disconnection.
Young vendors use too much jargon and don’t any patience for elders.
Result Ageism became a public topic, next to feminism and racism.
Czech Parliament is supporting the initiative.
Nationwide TV coverage
Media Type Case Study
Creative Director
Creative Director
Copywriter
Art Director
Art Director
Director
Photographer
Production Company
Production Company Producer
Production Company Producer
Digital Artwork
Digital Artwork
Pr Officer
Account Director
Advertising Manager
Chief Creative Officer
Group Creative Director
Copywriter
Account Manager
Project Manager
Project Manager
Production Company
Director of Photography (DOP)
Production Company Producer

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