Title	MINISTRY OF TALES
Brand	BERÄTTARMINISTERIET
Product/Service	READ TO UNLOCK-APP
Category	C02. Use of Mobile
Entrant	KING Stockholm, SWEDEN
Idea Creation	KING Stockholm, SWEDEN
Production	NAF Stockholm, SWEDEN
Additional Company	DAISYDISPLAY Stockholm, SWEDEN

Name	Company	Position
Hedvig Hagwall Bruckner	KING	Copywriter
Linnéa Gardefjord,	KING	Art Director
Emelie Jinhee Johnsson	KING	Art Director
Elin Boëthius	KING	Production Manager
Victor Söderberg	KING	Planner
Johan Tesch	KING	Digital director
Aron Pelcman	Aron Peleman PR	PR-manager
Frank Hollingworth	KING	Creative Director
Sunit Mehrotra,	KING	Account Supervisor
Julius Tuvenvall	KING	Studio Manager/Photographer
Calle Cassel	KING	Graphic Designer
Sofia Bellini	Colony	Agency Producer

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.

Campaign Success

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. 

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

By developing Read to Unlock – an app that locks the tablet it’s installed on – we made children read on a daily basis. Through the app we made Ministry of Tales directly present in homes and schools, and also activated parents and infuencers by giving them a solution a to a problem more than every second of Swedish parent say they have – the arguing about screen time. The app also worked as a promotional tool for Ministry of Tales to spark the debate on children’s reading habits, technology and screen time.

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.