ADF ACTIVE APP

TitleADF ACTIVE APP
ClientDEFENCE FORCE RECRUITING
Product / ServiceAUSTRALIAN DEFENCE FORCE
CategoryB02. Mobile Apps
EntrantHAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Idea Creation HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Production PRECINCT Sydney, AUSTRALIA
Contributing SUMMERLAND Sydney, AUSTRALIA
Contributing 2 AUSTRALIAN DEFENCE FORCE RECRUITING CANBERRA, AUSTRALIA

The Campaign

We created an easy to use app that assesses an applicant’s current fitness level, then formulates a unique exercise program based on the time they have left until their PFA. Personal trainers and over 40 videos inspire and coach the applicant through their program, which adjusts based on their performance.

Creative Execution

CONVERSATIONAL PROGRAM SETUP: Using personal trainer characters, the setup flow for the app is run through a messenger style UI, turning the setup process into something much more engaging and personalised. PROGRAM DASHBOARD: Users are able to create completely custom workout programmes based on their fitness level and the time until their assessment. The dashboard is focused around that day’s activity but also allows people to get a view of their upcoming workouts, and keeps them motivated by tracking their progress and displaying the achievement badges that they’ve earned. WORKOUT SCREENS: We filmed over 40 detailed instructional videos for each of the exercises in the app. Users are able to give feedback on how they performed in each exercise via an intuitive scrolling input interface.

RESULTS SO FAR: We created an app that is helping young Australians to follow their dream of joining the ADF, contributing to their heath, fitness and happiness. Nationally, this is beginning to help the Australian Defence Force decrease the amount of potential recruits that they are losing, and increase the quality of their candidates. Over 26,000 downloads in the first 6 months 4+ Rating on iOS and Android

With 16% of potential recruits failing their basic Pre Entry Fitness Assessment (PFA), 70% of which are women, the Australian Defence Force (ADF) was losing a large number of potential recruits due to this bottleneck in the recruitment process. An extensive research process revealed that the two main reasons for failure were poor technique, particularly with women, and a lack of motivation and support prior to the PFA. The key strategic objectives were to: Educate on technique Support and educate recruits leading up to their PFA Train them to a standard well above the minimum required for the PFA.

Credits

Name Company Position
Tim Green Havas Worldwide Australia Executive Creative Director
Stuart Turner Havas Worldwide Australia Executive Creative Director
Alex Little Havas Worldwide Australia Producer
Dan Smith Havas Worldwide Australia Client Services Director
Seamus Higgins Havas Worldwide Australia Creative Director
Jay Morgan Havas Worldwide Australia Digital Creative Director
Jason Carnew Havas Worldwide Australia Senior Digital Account Director
Craig Page Havas Worldwide Australia Strategy
Alex Marx Havas Worldwide Australia Strategy
Adam Shutler Havas Worldwide Australia Digital Design Director
Clint Crothers Havas Worldwide Australia Senior Digital Designer
Nina Troeger Havas Worldwide Australia Digital Designer
Leonardo Burlamaqui Havas Worldwide Australia UX Manager
Gordon Dougal Havas Worldwide Australia Digital Operations Director
Stephane Lyver Havas Worldwide Australia Front End Developer
Brad Bevan Havas Worldwide Australia QA Tester
Chris Hulsman Havas Worldwide Australia Project Director
Peter Segerer Havas Worldwide Australia Digital Producer
Ryan Boulter Defence Force Recruiting Digital Project Manager
Henry Motteram Precinct Director
Lee Hulsman Summerland Photographer
Links
Video URL