TituloSeniors 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.
Agência
Campanha Seniors for seniors
Anunciante Vodafone
Marca Vodafone - HR Program
Data da primeira Transmissão/Publicação
Sector Empresarial Serviços de telecomunicações
História 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.
Filosofia 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.
Problema 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.
Resultado Ageism became a public topic, next to feminism and racism.
Czech Parliament is supporting the initiative.
Nationwide TV coverage
Tipo de Mídia Case Study
Director criativo
Director criativo
Redator
Director de arte
Director de arte
Realizador
Fotógrafo
Produtora
Producer
Producer
Digital Artwork
Digital Artwork
Pr Officer
Director de contas
Director de publicidade
Chief Creative Officer
Group Creative Director
Redator
Account Manager
Project Manager
Project Manager
Produtora
Director de fotografia
Producer

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