1.
«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
Young Lions

2.
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
Young Lions
On the internet
nobody knows
you're a dog

3.
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
Young Lions

4.
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

5.
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
Young Lions

6.
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
Young Lions

7.
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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8.
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
Young Lions