«90% of all knowledge is still in our heads,

not in the web» Charlie Cheever founder of popular Q&A online-service “Quora”

Meanwhile people at 60+ break social connection,

feel themselves useless and start losing the sense

of life. But actually they are life and professional

knowledge keepers. They just lose opportunity

to transmit it

By statistic 45% of 60+ years old people are using

internet every day. Every year this amount grows

rapidly

WHAT WE KNOW

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Nowadays we are using web not to find specific

professional information, but to ask about very

common usual things («how to do», «how long»…)

We believe that information in web is naked truth. But

is it really so? Who puts the truth to the internet when

everybody’s just googling and reposting?

So over and over again we find only feckless advices

from “professionals”, silly facts, and unwell quotes.

Also, how do we call the real professionals

in the web?

Yes -“Daddy's”. A really good stuff? Sure –

“Old school”

BACKGROUND

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On the internet

nobody knows

you're a dog

STRATEGY&INSIGHT&MESSAGE

Strategy: to give elders a real and actual feeling

of being needed to everyone in the world, not just

to their family

Insight: 60+ years is not a time to be silent, it’s the

time to start talking. Because it’s you, not schoolboys

with smartphones, who have all the valuable

knowledge

Message: we need you in all aspects of life. Please

don’t go, tell us more

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Idea: There are lots of people who can answer

the huge amount of our everyday questions

So let them do it! (and they’ll be thankful)

Solution: We introduce a new user’s status “Old

Bro” on the largest Questions&Answer site of runet*

– otvet.mail.ru (30+ million unique users per week)

Old Bro – 65+ approved user, whose answers

automatically get into the top. Just because their

answers are based on real, practical experience.

Old bro’s answers also go to the top in Mail.ru

and Yandex search web sites popular in runet

*idea can also be adopted to such platforms

as Yahoo Answers, Qoura, WikiHow, and so on

IDEA

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OldBro

Chanel: popular Youtube bloggers

Goal: Make buzz in social media about project

Implementation: Bloggers proudly speak about their

cool old folks and make relevant content with them

For example, a food blogger cooks with elderly

woman some pies to show value of her experience

Every video ends up with the communication:

“Ask #OldBro”

BUZZ

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Chanel: Influential local groups in Facebook

Goal: Headhunting for OldBros

Implementation: We explain importance of internet

socialization of older people to Facebook users. And

encourage them to bring their OldBros to the project

HUNTING

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Chanel: Google AdWords

Goal: Attract attention of regular internet users

to OldBro’s advices

Implementation: Message from OldBro every time

a “How to” kind of question is requested

HOW TO..?

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THANK U

It was a good day. A taught my grandson to ride

a bicycle. I also explained how to cut apple trees

to a guy from Kiev, give some advice about engines

to a young lady, and a bit of a workout for myself

Oh, sorry, have to go. Somebody needs my

experience again

Mr. John Smith.

Old bro

SOON

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