A Generation answered

THE CHALLENGE: Hello? Who’s there? GreatCall. GreatCall who? That’s the question most people asked when startup GreatCall came on the scene in 2006. At the time, smartphone adoption for seniors was less than 1% - to put that in perspective, more seniors had tried yoga than used a smartphone.

So how do you reach a generation that was intimidated by technology and didn’t see the need for a mobile phone?

THE RESULTS: The answer came from the simple fact that nobody thinks they are old regardless of the number of candles on their birthday cake. Understanding this, gave us insight into reaching seniors without sounding condescending. Our “old is not me” research turned the company into one of the hottest senior-branded commodities with Best Buy acquiring GreatCall for almost one Billion dollars.

WORK OVERVIEW: Life is one hell of a ride, and gray hair and wrinkles are the badge of honor to wear proudly. This work celebrates the stories and wisdom that seniors have amassed over the years, and how technology can help them continue to live their best life every single day.