| Titolo | 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. |
| Agenzia | McCann Prague |
| Campagna | Seniors for seniors |
| Cliente | Vodafone |
| Marca | Vodafone - HR Program |
| Data di Prima Diffusione/Publicazione | 2018 / 3 |
| Settore | Servizi per la telecomunicazione |
| Trama | 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. |
| Risultato | Ageism became a public topic, next to feminism and racism. Czech Parliament is supporting the initiative. Nationwide TV coverage |
| Tipo di Media | Case Study |
| Creative Director | Razvan Capanescu |
| Creative Director | Filip Kukla |
| Copywriter | Filip Kukla |
| Art Director | Filip Kosatka |
| Art Director | Petra Bíró |
| Director | Jakub šVejkar |
| Photographer | Radim Střelka |
| Casa di Produzione | Stink Films |
| Production Company Producer | Michael Sroubek |
| Production Company Producer | Veronika JelšÍková |
| Digital Artwork | Tomas Matis |
| Digital Artwork | Aramayis Tokhyan |
| Pr Officer | Alice Reindlová |
| Account Director | Lucie Srbkova |
| Advertising Manager | Vladimira Dolezelova |
| Chief Creative Officer | Razvan Capanescu |
| Group Creative Director | Filip Kukla |
| Copywriter | Razvan Capanescu |
| Account Manager | Petr Malina |
| Project Manager | Martina Hejdová |
| Project Manager | Jan Binar |
| Casa di Produzione | Stink Films |
| Direttore della fotografia | Radim Střelka |
| Production Company Producer | Michal šRoube |