Title | ADF ACTIVE APP |
Brand | DEFENCE FORCE RECRUITING |
Product / Service | AUSTRALIAN DEFENCE FORCE |
Category | B02. Mobile Apps |
Entrant | HAVAS 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 |
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 |
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.
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.