There is a widespread stereotype in

Belarus that the retirement age is like

the end of life.

Elderlies choose a passive standing

and segregated from society living.

They leave an “active physical and

social life” for young people. But the

retirement age is actually the next level

of human development.

Elderlies could and should be part of

our society.

INTRODUCTION

Our audience is “young elderly”

55 - 65 years old. Compared to the

previous generation of 70+ years

people, these elderly are more

modern and active mobile users.

Also they can handle smartphones

and technologies on a basic level.

Nearly 65% of “young elderlies” are

smartphone users and 22% of them

use internet.

TARGET AUDIENCE

When the elderlies don’t

know how to occupy their

free time, they become

unsociable.

INSIGHT

In cooperation with mobile operators we

start a new rate “Mobile elderly”.

When switching to this rate, the pensioner

gets a new smartphone with already set

applications in it. The applications which

are specially designed for elderlies.

There are:

- the map with activities for pensioners

(computer courses, dance clubs, lections,

film shows and etc.)

- the list with different hobbies and their

description including tutorials

- the applications with physical exercises.

SOLUTION

The main advantage of this rate is the use

of geo targeting. Due to geo targeting, the

special program will monitor whether the

retiree overstays at home and takes part

in activities from the list.

As soon as the program understands that

the pensioner sits at home for too long, it

will send a personal invitation for the

closest activities for the elderlies.

GEO-TARGETING

as the main advantage

INVITATION

Elderlies who attend the activities, will be

able to click "Invite" button and chosen

elderlies or all nearby elderlies will receive

invitations.

For “young elderly”: not to become

passive, go out of time and with draw

into themselves.

For mobile operator: not to lose the

audience of strategic importance

(about 10% of consumers), to redirect

from passive to active phase and to

save the considerable part of profit.

Negative perception of retirement age

is not the cause of the problem, but its

consequence. Once elderlies begin an

active lifestyle, society will see that

elderlies enjoy their life. That will

change the perception of the retirement

age from negative to positive.

HOW WILL IT WORK