Add granny to friends

Campaign idea

35% of the Russian population is over 55. Many elderly people are living alone and they feel disconnected from their families. To bridge the gap between generations Tele2 started ‘Friend your granny’ campaign. Social experiment video encouraged grandchildren to introduce technology to an age group that finds it difficult to learn at their age. Launch of a special Tele2 product – a simple to use smartphone, along with an easy to use guide – supported the initiative. Soon, thousands of youngsters were joining the movement, teaching their grandparents about technology and adding them to their social networks.

Brand name: Tele2
Advertiser / client: Tele2
Product / service: Mobile network operator
Campaign name: Add granny to friends
Agency network: MCCANN WORLDGROUP
Agency: McCANN Moscow
Web address: https://msk.tele2.ru/promo/granny
Executive creative director: Shamil Sharifyanov
Creative director: Sergey Marinichev
Art director: Anastasia Novikova
Copywriter: Elena Vizigina
Client account director: Irina Trofimenko
Strategic planner / strategist: Leili Vellenova
Senior planner: Elena Golubeva
Agency producer: Fatima Ahunova