Vodafone's The Sunday Grannies Makes an Impact on Elderly
Meghan Young — June 12, 2015 — Life-Stages
There are campaigns and there are social experiments -- and then there are social experiment campaigns such as the one chronicled in The Sunday Grannies. A documentary by McCann Bucharest, The Sunday Grannies (also known as Bunici de duminica) follows two Romanian seniors who were taught how to use social media by Vodafone to make meaningful connections with college students missing home-cooked meals.
Since they too were missing making meals for their large families, The Sunday Grannies Facebook page grew into a lunch hotspot as they poured their heart and soul into it. Yet what's more astonishing about Vodafone's unique campaign is that it resulted "a 20 percent increase in Romanian seniors with Facebook accounts. In addition, 4G smartphone sales got a 78 percent boost among the demographic," writes Clickz.
Since they too were missing making meals for their large families, The Sunday Grannies Facebook page grew into a lunch hotspot as they poured their heart and soul into it. Yet what's more astonishing about Vodafone's unique campaign is that it resulted "a 20 percent increase in Romanian seniors with Facebook accounts. In addition, 4G smartphone sales got a 78 percent boost among the demographic," writes Clickz.
Trend Themes
1. Senior-inclusive Social Media - Opportunity to create campaigns for elderly to learn and use social media, using it to connect with new communities.
2. Intergenerational Connection - Opportunity to create initiatives that bridge the gap between generations and promote shared interests.
3. Smartphone Adoption Among Seniors - Opportunity to create marketing campaigns aimed at senior citizens who may be hesitant to purchase smartphones or learn how to use them.
Industry Implications
1. Telecommunications - Opportunity to increase smartphone sales by targeting a new, previously untapped market.
2. Social Media - Opportunity to create new tools and features aimed at making social media more accessible to elderly users.
3. Food and Beverage - Opportunity to create programs that connect seniors with young people interested in learning family recipes and cooking techniques.
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