Teaching older Victorians to be tech-smart

Telstra - Lifestyle

Teaching older Victorians to be tech-smart

Telstra - Lifestyle

Business challenge

Evergreen Faces is an initiative developed by Evergreen Advertising and Marketing to challenge the negative stereotypes of older Australians. Each year, as a key partner of the Victorian Government’s Seniors Festival, Evergreen Faces holds a photography competition to encourage living life as we age.

As part of the challenge, we wanted to help educate older Victorians on how to embrace technology.

Strategy

For two years, Evergreen Faces partnered with Telstra to help break down the technology barrier with older Victorians.

The strategy was to create an interactive event at the Seniors Festival to engage with the audience, which would then provide Telstra the opportunity to educate and demonstrate product functionality.

Telstra’s objective was to increase store traffic during the period of the festival and encourage ongoing usage of technology with older people.

Execution

The proposition of the campaign was that ‘Telstra supports positive ageing by encouraging seniors to become Tech-smart’.

The photography competition involved Seniors taking a photo using their mobile phone. Once the finalists were selected, people had the opportunity to vote via their mobile for their preferred choice.

Telstra also ran information sessions at the Festival where Seniors were taught how to take a photo, send a photo, send an SMS, add a contact and add ICE (In Case of Emergency) numbers.

Once completed, the person received a Tech-smart Award certificate.

Media exposure helped create awareness of the competition but importantly built Telstra’s brand recognition with the Senior market.

Extensive community participation via National Seniors Australia, U3A and Life Activities Clubs also helped promote and encourage Seniors to participate.

Telstra advertisements for the 2010 Victorian Seniors Festival

Results

Across both years, the competition was a success.

Approximately 7,000 people visited the exhibition and the Telstra Connected Seniors stand during the Seniors Festival (1,000 a day) and completed certificates or had phone photos.

In judging the Telstra Connected Seniors People’s Choice Award, approximately 1,000 votes were registered via SMS and online.

Evergreen’s media negotiations and PR acquired an additional $85,000+ of media space.

Business challenge

Evergreen Faces is an initiative developed by Evergreen Advertising and Marketing to challenge the negative stereotypes of older Australians. Each year, as a key partner of the Victorian Government’s Seniors Festival, Evergreen Faces holds a photography competition to encourage living life as we age.

As part of the challenge, we wanted to help educate older Victorians on how to embrace technology.

Strategy

For two years, Evergreen Faces partnered with Telstra to help break down the technology barrier with older Victorians.

The strategy was to create an interactive event at the Seniors Festival to engage with the audience, which would then provide Telstra the opportunity to educate and demonstrate product functionality.

Telstra’s objective was to increase store traffic during the period of the festival and encourage ongoing usage of technology with older people.

Execution

The proposition of the campaign was that ‘Telstra supports positive ageing by encouraging seniors to become Tech-smart’.

The photography competition involved Seniors taking a photo using their mobile phone. Once the finalists were selected, people had the opportunity to vote via their mobile for their preferred choice.

Telstra also ran information sessions at the Festival where Seniors were taught how to take a photo, send a photo, send an SMS, add a contact and add ICE (In Case of Emergency) numbers.

Once completed, the person received a Tech-smart Award certificate.

Media exposure helped create awareness of the competition but importantly built Telstra’s brand recognition with the Senior market.

Extensive community participation via National Seniors Australia, U3A and Life Activities Clubs also helped promote and encourage Seniors to participate.

Telstra advertisements for the 2010 Victorian Seniors Festival

Results

Across both years, the competition was a success.

Approximately 7,000 people visited the exhibition and the Telstra Connected Seniors stand during the Seniors Festival (1,000 a day) and completed certificates or had phone photos.

In judging the Telstra Connected Seniors People’s Choice Award, approximately 1,000 votes were registered via SMS and online.

Evergreen’s media negotiations and PR acquired an additional $85,000+ of media space.

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?