Background - Working with the Swedish Armed Forces recruitment, getting the right young people informed and interested in a career is crucial. Because Sweden has had continuous peace for over 200 years we also need to make ourselves relevant for the public and tell people what we actually do.
Since our target group for communication and marketing is young people between 18-25, a segment that are more advertising weary than ever, the need to reach them at their own platforms on their terms is fundamental.
Insights - Despite the fact that the training industry is booming and that everyone knows the benefits of an active lifestyle, the average swede is getting slower, weaker and fatter. The reasons for this vary. Maybe they don’t have the time, lack the knowledge or aren’t comfortable going to a gym. Either way, a passive lifestyle often leads to ill health and a poorer quality of life.
This big problem also affects the Swedish Armed Forces. New recruits no longer meet the same standard as their predecessors and the basic education programs is becoming more insufficient and costly when many recruits drops out due to poor health.
The Swedish Armed Forces has been training for hundreds of years, and have a found philosophy that you can train everywhere at anytime. We saw an opportunity to make the Swedish Armed Forces relevant to the public in general and the young target audience in particular while preparing recruits for the physical demands faced when joining our organization. Also the Swedish Armed Forces can not stand aside and watch as the public health declines.
So we started FMTK (Swedish Armed Forces Sports Club) and launched our old strength-stamina-mobility-no gear-whatever the situation-whenever the time- philosophy, in a new way.
To get people moving, the workout has got to be easily accessible, simple and back to basics and to optimize the reach in our target audience we decided to launch our philosophy in a new way, trough a mobile app. The FMTK-app became the essence of the campaign but also the natural hub for long-term communication.
All you needed was your own body and some willpower. And the FMTK app.
Download and try the application with the test account we have provided for you.
The strategy was to develop an ecosystem rather then a single product. The FMTK app was the centre core and a website, podcast and social media sprung out from it. To reach long term commitment and a flexible product that attracts our target audience, a scalable app was the only way to go. The FMTK app became the essence of the Swedish Armed Forces training philosophy.
To maximize the reach of FMTK we executed the work in five steps. We exclusively launched the app for the employees of the Swedish Armed forces. We wanted their expertise to be the foundation of FMTK. 50.000 employees were exclusive users of FMTK to give their feedback on improvements.
Second was to gather the crowd-sourced feedback from Beta-testers to make developments based on their input.
Step three was a teaser campaign on the upcoming launch of FMTK.
In the fourth step we launched the application on iOS, Android and Windows Phone public along with the launch campaign. The application hit #1 on Appstore on the first day and has ever since hit several other records. Communicating our knowledge and experience to a wide external audience also increased the internal pride within the organization.
The fifth and last step is to optimize and improve the app further by analyzing and gathering feedback from users on social media, app-store reviews and The Swedish Armed Forces.
The App contains:
• 450 exercises that doesn’t require any gear
• 10 challenges to test your progress
• 4 programs to take your training to the next level • A common daily workout
Although the FMTK app was the centre of the activation we launched FMTK with a full-on integrated campaign. We decided to focus the organic elements on Instagram to inspire user generated content. And because people listen to podcasts when working out we created our own, containing stories and expertise from both the inside and outside of The Swedish Armed Forces.
Structure, visual design & navigation
The foundation when developing the UX was to design a custom workout methodology that actually works on a smartphone. Our main focus was to make a user friendly app, where you could perform a complete workout without being disturbed by technical UI obstacles.
By designing a dynamic framework that let the user focus on what is most important for the moment we created a sense of control. The system never uses excessive decoration. Instead, the content must take place and speak for itself. The phone itself is acting adequate framing. Distance, air and margins are used as design elements in order to separate and structure the content. This led to a smooth and intuitive user flow.
When launching the app you immediately can start the workout of the day, no need to navigate complex structures. A filter/sorting function makes it easy to find specific type of workout and there are easy week-by-week training programs to follow and hidden challenges. Track progress and compare results with your friends to maximize your training.
The design system should reflect the Armed Forces by giving a trustworthy, yet modern expression. It should feel structured, functional and reliable, but also with a human and inviting touch.. The design experience is a mix of mobile platform patterns and the interactive guidelines developed exclusively for Swedish Armed Forces (which can be found in all of their touch points). That way, we have created a design behavior that the user already is comfortable with but also is unique to the brand.
We focused on one clear KPI when it came to reach; downloads of the FMTK-app. Our goal was 35 000 downloads the first six weeks. After four weeks 180 000 people had downloaded the app, we had 140 000 members and 80 000 started workouts. Six weeks after launch the app have been downloaded 208 000 times, surpassing the initial goal by 594% and FMTK became Sweden’s third largest training community.
FMTK has been #1 in both App Store and Google Play and was recently awarded ”Best New App” and ”Editor ́s Choice” in App Store. The FMTK-app has been viewed 884 000 times in App Store only and our podcast has been listened to
95 000 times.
The Launch Campaign itself scored all time high in Ad Liking, Observations and Advertising Attributes.