Cannes Lions
JWT, London / ARMY RECRUITMENT / 2014
Overview
Entries
Credits
Execution
The 100% Army Fit mobile app was designed in collaboration with the British Army. It takes prospective recruits from their current fitness level to the standard expected of a soldier in training – without the need for any equipment other than your mobile.
You start by choosing your instructor. He or she provides audio commands throughout each exercise helping you perfect your technique and providing ongoing support and encouragement.
You track progress using the ‘Fitness Wheel’, undertake authentic Army challenges, learn about nutrition and earn virtual medals that can be shared with friends on your way to becoming 100% Army Fit.
Outcome
Since its launch in 2013, 100% Army Fit has been downloaded by over 20,000 people with no paid media and has maintained a 4.5 user star rating on Google Play.
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