Berattarministeriet: Read To Unlock [video]

Credits & Description:

Nomination: Mobile
Category: Use Of Mobile: Mobile Apps
Award: Bronze Eurobest
Agency: King Stockholm, Sweden
Client: Berättarministeriet
Product: Read To Unlock-App
Entrant: King Stockholm, Sweden
Title: Ministry Of Tales
Product/Service: Read To Unlock-App
Idea Creation: King Stockholm, Sweden
Production: Naf Stockholm, Sweden
Additional Company: Daisydisplay Stockholm, Sweden
Copywriter: Hedvig Hagwall Bruckner (KING)
Art Director: Linnéa Gardefjord, (KING)
Art Director: Emelie Jinhee Johnsson (KING)
Production Manager: Elin Boëthius (KING)
Planner: Victor Söderberg (KING)
Digital director: Johan Tesch (KING)
PR-manager: Aron Pelcman (Aron Peleman PR)
Creative Director: Frank Hollingworth (KING)
Account Supervisor: Sunit Mehrotra, (KING)
Studio Manager/Photographer: Julius Tuvenvall (KING)
Graphic Designer: Calle Cassel (KING)
Agency Producer: Sofia Bellini (Colony)
Website URL: http://readtounlock.com
The Campaign
To make a habit into a reading session every day, we developed Read to Unlock – an app that locks the tablet it’s installed on. Children who would like to use the tablet can unlock it by reading a chapter from a book that suits the child’s reading skills and then answer fun questions and writing exercises.
Just as any other game the app is based om instant gratification and lets the child collect badges, write their own reviews and share their progress with their parents.
The app is filled with some of Sweden’s most popular children’s books and is free to download on Google play.
The books in the app are suited for children in 2nd–5th grade.
Creative Execution
Through a campaign in earned press, social media and digital channels, Read to Unlock was made available to all children in Sweden for free. Without in app purchases or additional costs.
By launching the app Ministry of tales got a great amount of press and started a debate on children, reading, technology and screen time. By making the app available to all children in Sweden for free, Ministry of tales has made more children read on a daily basis.
Despite a limited budget over 80 Swedish newspapers wrote about the app (including all of the major ones)
Traffic to Ministry of tales’ web site increased with 172%
Over 7 million impressions/week
The app is used by teachers in schools with entirely positive response from children and parents.
In total this has taken Ministry of tales closer to their vision: A Sweden where all children and youth conquer the written language and can thus actively participate in society.
Pisa results show a drastic decline in reading and writing skills in Sweden.
Numerous reports show that children in Sweden spend more and more time in front of screens and less and less on reading.
Parents and teachers ask for tools to use technology in a productive way.
Before release the app was tested in reference groups of children, teachers and parents. The reactions where entirely positive.
By developing the app we also gave Ministry of tales a PR-tool to spark the debate on children’s reading habits, technology and screen time.
The target audience was influencers, journalists and parents who could get the issue up on the agenda.