A telco that encourages good spelling

Who would ever think a telco would teach spelling

With A1 Lappsus you tap the correct spelling of the word to unlock your cell phone and for every good answer you win extra MBs in data usage.

Cell phone users view their screens as many as 150 times a day on average. On the flip side, finding the best way to reduce grammar and spelling mistakes in everyday life is always challenging. 75% of secondary school students have a problem with spelling.

That is why A1 Hrvatska, partnered with Bruketa&Zinic&Grey Agency, has launched a new mobile app A1 Lappsus to turn the habit of constant phone checking into a learning opportunity for correct spelling in the Croatian language.

When users try to unlock their phones, the app flashes up a spelling question with two possible answers on their screens, prompting them to choose the correct answer and win extra data usage.

“A1, a telco and digital provider, promises to make life easier, more effective and more exciting by means of digital technology. This service therefore brings the brand promise to life and adds value to the phone unlocking function as a new digital tool used for brand communication,” says Marija Jakeljic, Brand and Marketing Communications Director at A1 Croatia.

The app database with grammar and spelling questions is constantly updated and refreshed, and though primarily designed for younger population, it can be useful for everyone.

The app is available for all Android users who speak Croatian, and can be downloaded for free from the Google Play Store. It has become the most popular app in Croatia in the first three weeks of the launch.

“It’s a new way of learning and your kids will love it,” says Tome Anticic, Ph.D., State Secretary at the Croatian Ministry of Science and Education.

“Constant practice is the best way to learn grammar and spelling. The cell phone is with us at all times, we often use it, so why not turn it into a learning tool?

“The app is uploaded with the most common grammar and spelling mistakes prompting users to practice on a daily basis,” says Marko Aleric, Associate Professor from the Department of Croatian Language and Literature at the Faculty of Humanities and Social Sciences in Zagreb, who participated in the app design.

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