The document discusses a campaign to promote active aging among elderly people in Belarus. It proposes developing a smartwatch called the Commander's Watch that motivates seniors to participate in social activities by earning in-game currency for their World of Tanks-playing children. The watch would track seniors' social activities and reward their children's online gaming accounts with gold. This would encourage both physical activity in seniors and strengthen family bonds while benefiting local businesses and the game developer.

1. BACKGROUND & PROBLEM
Social research shows that regular physical activity and social interaction keeps
elderly people fit, prolonging their physical and mental health.
According to UNFPA, a positive perception of one’s old age increases life
expectancy by 7.5 years.
However, for many elderly people in Belarus, ageing is often associated with
dependence, vulnerability, helplessness and low living standards. The elderly choose
a passive position in life—as if life has already passed them by—isolating themselves
from others and cutting off all social ties, believing that an active physical and social
life is for the young.
CAMPAIGN GOAL
To motivate the elderly to adapt better to the aging process, to make aging more
active, exciting and healthy.
WORLD OF TANKS
World of Tanks is the most popular online game in Belarus, with an enormous
number of players. 18% of Belarusian men are virtual tankmen, making World of
Tanks the biggest male community in Belarus. Our core audience consists of middle-
aged men (30-40). Their parents are around 55-70 years old.
We want to encourage our active players to buy our new product as a gift for their
elderly parents.
TARGET AUDIENCE
Middle-aged (30-40) World of Tanks players, who have elderly parents.
INSIGHTS
The middle-aged player:
“I wish my parents would live as long as possible.”
His parent:
“I wish I could do something useful for my kids.”
PRODUCT SOLUTION
COMMANDER’S WATCH is a social activity tracker motivating elderly people to
reintegrate into social life by earning in-game values for their children.

2. Its owner has access to a loyalty program providing a lot of discounts and special
offers:
• Art events: exhibitions, theaters, opera, etc.
• Cafes, restaurants
• Sport clubs
• Health centers
• Special clubs for seniors
MECHANICS
1) A player buys a Commander’s Watch for his elderly parent
2) Every day the watch proposes various personal activities on its display
3) When a senior engages with one of these events, heshe “checks in” by
pressing a button on the watch
4) After they check in, their son gets some Gold (premium and expensive in-
game currency) in his World of Tanks account
COMMUNICATION TONE
Let your commander remain in the ranks!
Active seniors live longer.
BENEFITS
For seniors: they move and feel useful
For players: they prolong their parent/parents’ lives and earn Gold in World of Tanks
For partners: they acquire many new customers
For Wargaming: we earn $249 on each watch
JOB TO BE DONE
BRANDING: Watch design, logo, motto & communication, package
LAUNCH: In-game boards design, print and articles in male magazines, social media
strategy in Wargaming’s own and external channels
LOYALTY PROGRAM: B2B-strategy of bringing partners into this loyalty program,
ideas for special BTL-events for seniors
KPI
Extending the lives of Belarusian seniors by 225,000 years
(30,000 watches sold X 7.5 years)*
* According to UNFPA, the positive perception of one’s old age increases life expectancy by 7.5
years.
MARKETING BUDGET: $ 200 000