Vodafone's brand purpose is to create better human futures. To bring it alive, we set out to ease the loneliness of the 60+ population in Hungary. Over 750,000 elderly people live alone and have no one to talk to. This results in worsening mental and physical health in this age group.

On a business level, the campaign also had to result in acquisition of new customers and had to raise the reliability and quality perception of Vodafone's internet.

We turned Home Office into Granny Office.

Because the working grandkids (Gen Z and Millennials) mostly have WFH days, we encouraged them the spend one Work From Home days working from their grandparent's apartment. This way, they experienced our reliable internet, while also spent precious time interacting with their grandparents.

We first engaged grandparents, using their favourite mediums, as agents to invite grandkids, then we spread the word to grandkids online.

We enlisted elderly and lonely grandparents to upgrade to our most reliable internet. Then, we encouraged them to invite their grandkids to experience it and spend a home office day with them. The brand strengthened family ties, while having a whole new demographic have a product experience as well.

We first engaged grandparents, using their favourite mediums, as agents to invite grandkids: we targeted them on Facebook and in Facebook groups, OOH and on one of their top channels: Radio Kossuth, the number one radio for people over 60.

We spread the word to grandkids online via a film, TikTok cooperation with top and the most relevant Hungarian TikTok influencers.

We gave a toolkit to grandparents to make Granny Offie Facebook invites. For grandkids, we made downloadable Granny Office Teams brackgrounds, email signatures, and we even made Granny Office merch people could apply for in social media.

Our biggest KPI, the reliability perception of Vodafone's internet, grew by 12% compared to the campaign that ran the same time last year.

Vodafone's new customer base grew by 9%, compared to the results of last year.