Заголовок | 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. |
Агентство | McCann Prague |
Кампания | Seniors for seniors |
Рекламодатель | Vodafone |
Бренд | Vodafone - HR Program |
Дата первой трансляции/Публикации | 2018 / 3 |
Бизнес сектор | Услуги телекоммуникации |
История | 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. |
философия | 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. |
Проблема | 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. |
Результат | Ageism became a public topic, next to feminism and racism. Czech Parliament is supporting the initiative. Nationwide TV coverage |
Тип медиа | Анализ ситуации |
Креативный директор | Razvan Capanescu |
Креативный директор | Filip Kukla |
Копирайтер | Filip Kukla |
Арт-директор | Filip Kosatka |
Арт-директор | Petra Bíró |
Директор | Jakub šVejkar |
Фотограф | Radim Střelka |
Продакшн Студия | Stink Films |
Продюсер Продакшн Студии | Michael Sroubek |
Продюсер Продакшн Студии | Veronika JelšÍková |
Цифровые изображения | Tomas Matis |
Цифровые изображения | Aramayis Tokhyan |
Pr Officer | Alice Reindlová |
Директор рабочей группы клиента | Lucie Srbkova |
Менеджер по рекламе | Vladimira Dolezelova |
Главный креативный директор | Razvan Capanescu |
Креативный директор группы | Filip Kukla |
Копирайтер | Razvan Capanescu |
Специалист по работе с заказчиками | Petr Malina |
Менеджер проекта | Martina Hejdová |
Менеджер проекта | Jan Binar |
Продакшн Студия | Stink Films |
Оператор-постановщик | Radim Střelka |
Продюсер Продакшн Студии | Michal šRoube |