Vodafone turned Hungarian grannies' homes into a home office – enabling Gen Z and Millennials to spend more time with their grandparents and inspiring them to visit more often.
Granny Office
When was the last time you visited Granny?
Klient
- Vodafone
Office
- Hungary
Vodafone shows how its internet delivers human connection to ease loneliness of the elderly.
We wanted to ease the widespread problem of elderly loneliness. With the help of our technology, it's a solution available to everyone.
Brand Team, Vodafone Hungary
Over 750,000 people in Hungary, or close to 10% of the population, are elderly people living alone, creating a loneliness epidemic for senior people. Most of them are women, as their life expectancy is longer than men, leading to loneliness and declining mental and physical health issues.
By inviting more people in their 20's and 30's who work remote to spend at least one home office day working from their grandparent's residence, we could strengthen family ties and enable a new demographic to have a product experience with Vodafone as well.
To upgrade "Granny Offices" we invited grandparents to upgrade their broadband internet via a targeted campaign and gave grannies a toolkit to invite their grandkids. "Granny Office" was now open for business.
Our biggest KPI, the reliability perception of Vodafone's internet, grew by 12% and Vodafone's new customer base grew by 9% compared to results of the campaign that ran the previous year.
"Granny Office" was promoted on the number one radio station for the elderly Kossuth Radio, on neighbourhood and crochet community Facebook groups, and on Instagram recipe pages.
Vodafone also targeted grandkids on Instagram and with influencer-branded content on TikTok that talked up the perks of "Granny Office." A YouTube film and PR campaign on the two most watched morning shows in Hungary also supported the campaign.
"Granny Office" also became part of office life with downloadable Teams backgrounds, calendar invites and email signatures.
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