Granny Office uses social behaviour insights to engage two different target groups and bring them closer together: one leg of the campaign targeting grandparents directly on social media, and another, separate campaign with different content and channels to target 20-30 year olds on digital platforms. The action the campaign inspires is more personal contact between these two generations within the family.

Over 750,000 people in Hungary, close to 10% of the whole population, are elderly who live alone. This is a loneliness epidemic for senior people. Most of them are women, as their life expectancy is longer that men's. Loneliness causes declining health and mental health for this demographic.

Elderly who live alone have no one to talk to, while their children and grandchildren are in the phase of life that focuses on work. According to research, within Hungarian families, these two generations are the most removed from each other, have the least things in common and connect the least.

Vodafone wanted to be part of strengthening connections within the family, and bringing grandkids and grandparents closer together.

A secondary objective was new customer acquisition and the support of Vodafone cable internet's reliability and quality perception.

Because most of the 20-30-something grandkids today work at least partly from home office, we turned that into Granny Office. We invited them to spend at least 1 home office day working from grandma's apartment.

To upgrade Granny Offices, we invited grandparents to upgrade their broadband internet via a targeted campaign. We also gave grannies a toolkit to invite their grandparents. Now, Granny Office was open for business.

Vodafone wanted to be part of strengthening connections within the family, and bringing grandkids and grandparents closer together. A secondary objective was new customer acquisition and the support of Vodafone cable internet's reliability and quality perception. So we made the brand a crucial part in creating Granny Office, via upgrading grandma's internet and even via Granny Office wall carpets (a spin on the very traditional and highly common wall carpets in elderly people's homes).

The two legs of the campaign made sure we targeted our 2 different target groups separately. Grandmas were incentivised to turn their home into Granny Office on the number 1 radio for the elderly, Kossuth Radio, their neighbourhood and crochet community Facebook groups, and on Instagram recipe pages.

Vodafone targeted Grandkids on Instagram and with influencer branded content on TikTok. These all talked about the perks of Granny Office and called on our audience to spend at least 1 home office day working from grandma's apartment. A Youtube film targeted everyone, and a PR campaign on the most watched morning show of the 2 biggest TV channels also supported the campaign.

Granny Office also became part of office life with downloadable Granny Office Teams backgrounds, calendar invites and email signatures.

Vodafone's internet quality perception: +9%

New internet subscriptions: +5%

(compared to the same quarter last year).

Over 750,000 people in Hungary, close to 10% of the whole population, are elderly who live alone. This is a loneliness epidemic for senior people. Most of them are women, as their life expectancy is longer that men's. Loneliness causes declining health and mental health for this demographic.

At the same time, in Hungarian families, it is the 60+ and the 20+ generations that are the most apart. They have the least experiences in common and connect the least within the familiy. Vodafone's purpose on the family level is to strengthen relationships, and the brand found a way to bring these two generations together via Granny Office.