Vivo: UNLOCK LESSONS

Credits & Description:

Type of entry: Mobile Applications
Category: Services
Advertiser: VIVO/TELEFONICA
Product/Service: APP
Agency: Y&R SÃO PAULO, BRAZIL
Client: VIVO/TELEFONICA
Product: APP
Entrant: Y&R SÃO PAULO, BRAZIL
Type of Entry: Mobile Applications
Category: Services
Entrant Company : Y&R SÃO PAULO, BRAZIL
Advertising Agency : Y&R SÃO PAULO, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R São Paulo)
Executive Creative Director: Eugênio Mohallem (Y&R São Paulo)
Creative Director: Rui Branquinho (Y&R São Paulo)
Creative Director: Eugênio Mohallem (Y&R São Paulo)
Creative Director: Cristian Santoro (Y&R São Paulo)
Creative Team: Felipe Pavani (Y&R São Paulo)
Creative Team: Julio D' Alfonso (Y&R São Paulo)
Group Account Director: Leonardo Balbi (Y&R São Paulo)
Account Director: Helena Brant (Y&R São Paulo)
Project Manager: Thaís Gordon (Y&R São Paulo)
Head Of Tv Production: Nicole Godoy (Y&R São Paulo)
Tv Producer: Mônica Andrade (Y&R São Paulo)
Production Company: O2 Filmes (O2 Filmes)
Sound Studio: Tentáculo (Tentáculo)
App Coding: Nostro Studio (Nostro Studio)
Content Development And Curatorshipatory: Qranio (Qranio)
Evp Planning: David Laloum (David Laloum)
Evp Media: Gustavo Gaion (Gustavo Gaion)
Art Buyer: Monica Beretta (Monica Beretta)
Art Buyer: Stephanie Wang (Stephanie Wang)

Creative Execution:
After installed in tablets or smartphones, Vivo Unlock Lessons only unlocks the home screen when the kids answer a question about something they’re learning at school. We’ve created an educational toll, so that they can have fun with games and other applications. Parents just need to register their kids and inform which school year they are in. With that, the app selects questions according to the school grade. There are hundreds of questions from different school subjects. Parents can, afterwards, assess their kids’ performance through a report the app generates based on the number of right and wrong answers.


The app became available for free download few days before the end of the Festival’s entry period; therefore, there aren’t significant quantifiable results. We do not expect any financial return since the app has an institutional and corporate social responsibility role for Vivo. However, we believe that the company’s concern about the welfare of the population can help attract new customers, retain the current ones and improve the company’s image.


Kids love smartphones and tablets. It’s a natural attraction that keeps them for hours with the gadgets on their hands: looking at photos, playing games, taking pictures or accessing the Internet.

If, on one hand, the use of these devices stimulates children development and it’s also a great way to entertain them, on the other, it can negatively impact academic performance.

Parents are frequently in doubt whether or not let their small kids use tablets and smartphones. To control kids access, they put passwords that block the use of these devices.

Observing this behavior, Vivo, Brazil’s largest mobile telecom, decided to help parents and kids use these devices in the best possible way. Kids have fun and parents reward them with the use of the device when they show dedication and good knowledge of school subjects. That’s how Vivo Unlock Lessons came up.