| Title | FMTK |
| Brand | SWEDISH ARMED FORCES |
| Product/Service | FMTK |
| Category |
B02. Mobile Apps |
|
Entrant
|
DDB STOCKHOLM, SWEDEN
|
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
Credits
| Fredrik Simonsson |
DDB Stockholm |
Creative Director |
| Magnus Jacobsson |
DDB Stockholm |
Creative Director |
| David Alledal |
DDB Stockholm |
Copywriter |
| Jacob Sandström |
DDB Stockholm |
Business Director |
| Charlotta Sandström Lindberg |
DDB Stokcholm |
Account Director |
| Camilla Ryttare |
DDB Stockholm |
Account Manager |
| Roshanak Fatahian |
DDB Stockholm |
Head of Digital Operations |
| Jon Dranger |
DDB Stockholm |
Digital Director |
| Michael Lockner |
DDB Stockholm |
Technical Director |
| Petter Eriksson |
DDB Stockholm |
Senior Digital Designer |
| Jesper Lifvendahl |
DDB Stockholm |
Digital Designer |
| Ian Josephson |
DDB Stockholm |
Graphic Designer |
| Patrick Emt |
DDB Stockholm |
Graphic Designer |
| Anna Hellenberg |
DDB Stockholm |
Print Buyer |
| Tor Hauksson |
DDB Stockholm |
Concept and UX Director |
| Cornelia Wangel |
DDb Stockholm |
Planners |
| Sebastian Elmblad |
DDB Stockholm |
Digital Strategist |
| Jesper Hellzen |
DDB Stockholm |
Designer |
| Christian Björnehag |
DDB Stockholm |
Repro Manager |
| Mattias Coldén |
DDB Stockholm |
Executive Producer |
| Daniel Blom |
Daniel Blom Photography |
Photographer |
| Mats Olofsson |
Pixl Family |
- |
| Tobias Norman |
Redpipe |
- |
| Fredrik Giliusson |
BBH Stockholm |
Tech Lead |
| Jonny Nylund |
BBH Stockholm |
Producer |
| Malin Gundmark |
BBH |
Producer |
| Sergei Karetnikov |
BBH Stockholm |
Lead Developer |
| Timmy Jonsson |
BBH Stockholm |
Lead Developer |
| Hannes Wikström |
BBH Stockholm |
UX |
| Andre Karlsson |
BBH Stockholm |
Designer |
The Campaign
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.
Creative Execution
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.
We focused on one clear KPI when it came to reach; downloads of the FMTK-app. Our goal was 30 000 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.
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.
The process started with a pilot followed by research and insights that led to the concept .The concept was tested and when the results came back we designed a product with great focus on the user experience. We then implemented the code on all three mayor mobile platforms and launched a Beta to 50000 employees, to get helpful feedback and the chance to release a truly useful app. The public launch was a success and exceeded our expectations by 594%.