| Título | 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. |
| Agencia | McCann Prague |
| Campaña | Seniors for seniors |
| Anunciante | Vodafone |
| Marca | Vodafone - HR Program |
| Fecha de primera difusión/publicación | 2018 / 3 |
| Sector Empresarial | Servicios de telecomunicaciones |
| Sinopsis | 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. |
| Filosofía | 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 |
| Medio | Case Study |
| Director creativo | Razvan Capanescu |
| Director creativo | Filip Kukla |
| Responsable de conceptos / redactor | Filip Kukla |
| Director artístico | Filip Kosatka |
| Director artístico | Petra Bíró |
| Realizador | Jakub šVejkar |
| Fotógrafo | Radim Střelka |
| Productora | Stink Films |
| Productor de la productora | Michael Sroubek |
| Productor de la productora | Veronika JelšÍková |
| Digital Artwork | Tomas Matis |
| Digital Artwork | Aramayis Tokhyan |
| Pr Officer | Alice Reindlová |
| Director de cuentas | Lucie Srbkova |
| Director de publicidad | Vladimira Dolezelova |
| Responsable de la creación | Razvan Capanescu |
| Director del grupo de creación | Filip Kukla |
| Responsable de conceptos / redactor | Razvan Capanescu |
| Responsable de cuentas de agencia | Petr Malina |
| Director de proyectos | Martina Hejdová |
| Director de proyectos | Jan Binar |
| Productora | Stink Films |
| Director de fotografía | Radim Střelka |
| Productor de la productora | Michal šRoube |
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