The Campaign

To address this high failure rate and better prepare applicants for not only entry into the ADF but a successful career in their chosen role, a smartphone application was created, ADF Active. It is designed specifically to tackle the two key reasons applicants fail to pass their PFA (poor technique and lack of motivation) by creating a customised health, fitness and wellbeing plan. This plan is tailored not just to their fitness level, but their personality too, connecting each user in-app with unique, relevant and personalised content to help them with their technique and motivation over the course of their preparations for the PFA.

Creative Execution

A personalised and dynamic workout plan is generated based on relevant factors such as sex, PFA date, and type of role the user is applying for. Users can customise their plan by choosing when and how hard they work out. If they miss a routine or workout, it updates to match their goals. Over 65 guided workouts were filmed, including a range of activities such as cycling, swimming, and meditation. The activities are designed by experts to help users perfect their technique, performance, mindfulness and self-motivation while reducing the risk of injury. To keep users engaged and informed, specialist in-app content was created, including podcasts from trainers and athletes. Relevant content is then served to users throughout their program, based on their progress. A real-time data dashboard shows how users are tracking towards their goals. It also shows progress towards attainable milestones and provides further user feedback by celebrating achievements.

To date the app has shown an 800% increase in engagement (compared to the previous app) and numerous positive customer reviews in app stores. As a personalised fitness app that adapts dynamically based on a user’s behaviour, and a unique content platform that surfaces relevant articles and podcasts based on a user’s progress, ADF Active is giving applicants a significantly improved pathway to pass their PFA and establish lifelong habits for health and wellbeing.

ADF Active is designed to tackle the key reasons applicants fail to pass their PFA (poor technique, lack of motivation, over-confidence) by creating a customised health, fitness and wellbeing plan. This plan is tailored not just to users' individual fitness levels, but individual personalities too, connecting each user in-app with unique, relevant and personalised content to help them with their technique and motivation over the course of their preparations for the PFA.