Art Directors Club - Czech Republic

Login

Username

Password

Forgot your password?

Seniors for seniors Reconverting pensioners to sell technology to other elders

Přihlašovatel
McCANN-ERICKSON PRAGUE
Agentura
McCANN PRAGUE
Klient
Vodafone
Kategorie
Point of Sale/Místa prodeje
Creative Director
Filip Kukla
Copywriter
Filip Kukla
Art Director
Filip Košatka, Petra Biró
Director
Jakub Švejkar
Director of Photography
Radim Střelka
Production Company / Producer
Stink Films
Ostatní
Account Director: Lucie Srbková; Account Manager: Petr Malina; Managing Director: Jan Binar; PR Officer: Alice Reindlová; Film Producers: Veronika Jel
  • E202082

    Problem: In CZ pensioners feel useless and deserted. Technology deepens their disconnection. 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. Results: Ageism became 500a public topic, next to feminism and racism. Czech Parliament is supporting the initiative.