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Alice Reindlová
Alice Reindlová
Communications Manager at McCann Demand
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TitelSeniors 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.
Agentur
Kampagne Seniors for seniors
Werbende Vodafone
Marke Vodafone - HR Program
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 3
Geschäftsbereich Telekommunikation
Story 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.
Philosophie 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.
Problem 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.
Ergebnis Ageism became a public topic, next to feminism and racism.
Czech Parliament is supporting the initiative.
Nationwide TV coverage
Medientyp Case Study
Creative Director
Creative Director
Texter
Art Director
Art Director
Regisseur
Fotograf
Produktionsfirma
Filmproduzent/Produzent
Filmproduzent/Produzent
Digital Artwork
Digital Artwork
Pr Officer
Etatdirektor
Werbeleiter
Chief Creative Officer
Group Creative Director
Texter
Kundenbetreuer
Projektmanager
Projektmanager
Produktionsfirma
Direktor Fotografie
Filmproduzent/Produzent

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