Communications Manager
at
McCann Demand
| 标题 | 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. |
| 广告公司 | McCann Prague |
| 广告战役 | Seniors for seniors |
| 广告主 | Vodafone |
| 品牌 | Vodafone - HR Program |
| 首次发布日期 | 2018 / 3 |
| 行业领域 | 电信服务 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | 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. |
| 结果 | Ageism became a public topic, next to feminism and racism. Czech Parliament is supporting the initiative. Nationwide TV coverage |
| 媒体类别 | 案例研究 |
| 创意总监 | Razvan Capanescu |
| 创意总监 | Filip Kukla |
| 文案 | Filip Kukla |
| 美术指导 | Filip Kosatka |
| 美术指导 | Petra Bíró |
| 导演 | Jakub šVejkar |
| 摄影师 | Radim Střelka |
| 制作公司 | Stink Films |
| 制作公司制片 | Michael Sroubek |
| 制作公司制片 | Veronika JelšÍková |
| Digital Artwork | Tomas Matis |
| Digital Artwork | Aramayis Tokhyan |
| Pr Officer | Alice Reindlová |
| 客户总监 | Lucie Srbkova |
| 广告经理 | Vladimira Dolezelova |
| 首席创意官 | Razvan Capanescu |
| 集团创意总监 | Filip Kukla |
| 文案 | Razvan Capanescu |
| 客户经理 | Petr Malina |
| 项目经理 | Martina Hejdová |
| 项目经理 | Jan Binar |
| 制作公司 | Stink Films |
| 摄影指导 | Radim Střelka |
| 制作公司制片 | Michal šRoube |
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