Communications Manager
at
McCann Demand
| 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. |
| Agência | McCann Prague |
| Campanha | Seniors for seniors |
| Anunciante | Vodafone |
| Marca | Vodafone - HR Program |
| Data da primeira Transmissão/Publicação | 2018 / 3 |
| 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 |
| Redator | Filip Kukla |
| Director de arte | Filip Kosatka |
| Director de arte | Petra Bíró |
| Realizador | Jakub šVejkar |
| Fotógrafo | Radim Střelka |
| Produtora | Stink Films |
| Producer | Michael Sroubek |
| Producer | Veronika JelšÍková |
| 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 |
| Redator | Razvan Capanescu |
| Account Manager | Petr Malina |
| Project Manager | Martina Hejdová |
| Project Manager | Jan Binar |
| Produtora | Stink Films |
| Director de fotografia | Radim Střelka |
| Producer | Michal šRoube |
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