Ogilvy Shanghai Debuts a Seniors Initiative Called 'Morning Shanghai'
Kanesa David — December 6, 2023 — Social Good
References: ogilvy & campaignasia
Ogilvy Shanghai has unveiled an innovative initiative to empower seniors in Shanghai to reconnect with the digital world. In collaboration with the Shanghai Municipal Government, the 'Morning Shanghai' campaign aims to diversify social lifestyles for individuals aged 60 and above by providing them with enriching experiences.
Utilizing a WeChat mini-program, the campaign facilitates venue bookings and provides exclusive discounts on F&B, movie tickets, and cultural classes tailored for seniors. The assistant also offers services like taxi bookings, online banking tutorials, and gym reservations to enhance digital literacy.
Integrated within the "Le Ling Shen Cheng Morning Shanghai" WeChat service account, the initiative also debuts with a comprehensive learning platform, allowing seniors to acquire knowledge and digital skills through video tutorials and interactive games. This platform will also deliver coupons to seniors for various retail partners.
Image Credit: Ogilvy Shanghai
Utilizing a WeChat mini-program, the campaign facilitates venue bookings and provides exclusive discounts on F&B, movie tickets, and cultural classes tailored for seniors. The assistant also offers services like taxi bookings, online banking tutorials, and gym reservations to enhance digital literacy.
Integrated within the "Le Ling Shen Cheng Morning Shanghai" WeChat service account, the initiative also debuts with a comprehensive learning platform, allowing seniors to acquire knowledge and digital skills through video tutorials and interactive games. This platform will also deliver coupons to seniors for various retail partners.
Image Credit: Ogilvy Shanghai
Trend Themes
1. Empowering Seniors - Innovative initiative aims to empower seniors in Shanghai to reconnect with the digital world, offering enriching experiences and enhancing digital literacy.
2. Digital Inclusion - Campaign utilizes WeChat mini-program and comprehensive learning platform to provide seniors with digital skills and knowledge, diversifying social lifestyles.
3. Tailored Experiences - Initiative offers venue bookings, exclusive discounts, and tailored cultural classes for seniors, providing them with enriching and engaging experiences.
Industry Implications
1. Technology - Opportunity for technology companies to develop digital tools and platforms that empower seniors and enhance their digital literacy.
2. Hospitality - Chance for hospitality industry to tap into the senior market by providing tailored experiences and exclusive discounts to attract and serve this demographic.
3. Education - Opportunity for education sector to create specialized digital learning platforms and tutorials to help seniors acquire knowledge and digital skills.
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