|Titulo||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.|
|Campanha||Seniors for seniors|
|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||Razvan Capanescu|
|Director criativo||Filip Kukla|
|Director de arte||Filip Kosatka|
|Director de arte||Petra Bíró|
|Digital Artwork||Tomas Matis|
|Digital Artwork||Aramayis Tokhyan|
|Pr Officer||Alice Reindlová|
|Director de contas||Lucie Srbkova|
|Director de publicidade||Vladimira Dolezelova|
|Chief Creative Officer||Razvan Capanescu|
|Group Creative Director||Filip Kukla|
|Account Manager||Petr Malina|
|Project Manager||Martina Hejdová|
|Project Manager||Jan Binar|
|Director de fotografia||Radim Střelka|