Title | Seniors for seniors |
Brief | When 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 | McCann Prague |
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 | Razvan Capanescu |
Creative Director | Filip Kukla |
Copywriter | Filip Kukla |
Art Director | Filip Kosatka |
Art Director | Petra Bíró |
Director | Jakub šVejkar |
Photographer | Radim Střelka |
Production Company | Stink Films |
Production Company Producer | Michael Sroubek |
Production Company Producer | Veronika JelšÍková |
Digital Artwork | Tomas Matis |
Digital Artwork | Aramayis Tokhyan |
Pr Officer | Alice Reindlová |
Account Director | Lucie Srbkova |
Advertising Manager | Vladimira Dolezelova |
Chief Creative Officer | Razvan Capanescu |
Group Creative Director | Filip Kukla |
Copywriter | Razvan Capanescu |
Account Manager | Petr Malina |
Project Manager | Martina Hejdová |
Project Manager | Jan Binar |
Production Company | Stink Films |
Director of Photography (DOP) | Radim Střelka |
Production Company Producer | Michal šRoube |