A1, telco and digital provider promises to make life easier, more effective and more fun trough digital technology. A1 Lappsus is a unique brand experience, an app that helps kids to learn spelling every time they open their phone. A kid unlocks the phone by tapping the correctly spelled word. For every good answer A1 adds free data to the users account. It’s a service that brings the brand promise to life and for parents - reason to buy A1 services. Over 50.000 downloads in first three weeks made A1 Lappsus the most popular app in Croatia on Google Play.

Situation: A1, telco and digital provider promises to make life easier and more fun trough digital technology.

Brief: Bring brand promise to life in a family segment. Create an experience that the media and ordinary people will talk about.

Budget: 25.000 EUR + packages of free data.

Objectives: Secure the coverage of all relevant media in the country, involve at least 10.000 users.

A1, telco and digital provider promises to make life easier and more fun trough digital technology. A1 Lappsus is an image campaign in a form of an app.

It’s an app that helps kids to learn spelling every time they open their phone.

A kid unlocks the phone by tapping the correctly spelled word.

For every correct answer A1 adds 1MB of free data to the users account.

It is a new way of learning and service that brings the brand promise to life and for parents - additional reason to buy A1 services.

Data gathering and insights: 75% of high-schoolers have trouble with spelling. They are checking the phone 150 a day on average. They never have enough data. Parents believe they are wasting their time.

Target audience: Families.

Relevance to platform: A1, telco and digital provider promises to make life easier, more effective and more fun trough digital technology.

Approach: We will prove that we can make more with a technology we already have. We will make high-schoolers and parents happy.

Implementation: An app was created that helps kids to learn spelling every time they open their phone. A kid unlocks the phone by tapping the correctly spelled word. For every correct answer A1 adds 1MB of free data to the users account.

Timeline: A 3 weeks long launch campaign trough google ads, PR and social media.

Placement: Google Play, Google ads, Facebook, Instagram

Scale: 25.000 EUR investment in app development and promotion.

Reach: 799.500 (26% of online population)

Paid impressions: 3.292.000

Engagement rate: 6.45%

Sales: 51.583 downloads in the first 3 weeks (1.26% of online population installed A1 Lappsus), Most popular app on Google Play in Croatia

Achievement against business targets: 5.16 times over set target (51.583 app installs vs 10.000 planned)