Hungarian Telekom : Senior Gamer Club

Telecoms company Telekom, used a native media campaign with gaming as its central idea to teach digital skills to grandparents in Hungary.

Campaign details

Brand: Hungarian Telekom Agency: Uniomedia

Summary

Hungarian population is ageing rapidly, while their digital literacy is very low: 19% of the total population is over 65 but only 6% of Hungarian Facebook users come from this age group. 64% of them uses the internet less than once per month and just one in four elderly people (25%) has ever been on YouTube in their life. Digital literacy and proficiency in handling digital devices have become a major divide separating generations, which is a major issue during the summer holiday: children spend more time with grandparents...

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