Project Overview

Health and wellbeing in the workplace needn’t be a chore, a bore, or a brush with death in an advanced spin class.

Over the last 10 years we’ve transformed the lives of over 1 million employees across 3,400 of the world’s leading organisations in more than 110 countries. The Global Corporate Challenge® (GCC) takes employees and delivers back to businesses a healthier, happier and more productive workforce.

We’re here to get the world moving.

Organisation

Get the World Moving Pty Ltd

Team

John Hillier, Global Creative Director
Patrick Cheah, Digital Designer
Tim Bigarelli, Technical Lead
Phil George, Senior Developer
Farabi Syed, Lead Android Developer
David Kennedy, Director, Dangerous Pixels
Sam McCaig, Director, Dangerous Pixels

Project Brief

Our program has a simple mission - to get the world moving; to stimulate people to shift their behaviours over the long term from an average 3,000 steps a day (that of an average office worker) to the recommended 10,000.

People won’t do what they don’t enjoy, so we focus on engaging our audience through entertainment and intrinsic reward.

The focus of the GCC apps was to tap into our participating employers' increasingly mobile workforce and to extend our health and wellbeing program beyond the confines of the PC desktop.

We looked to ensure that each one of our 260,000+ participants was given a simple, accessible, and fun and engaging experience on the move through appealing to each of our audience types, whether they be killer types, driven by the need to out-perform; more social and looking for ways to engage with and interact with a community of other supportive participants; or explorers out to try new forms of physical activity and learn along the way.

Project Need

The corporate health and wellbeing world is full of 'wearable device' initiatives and 'quantified self' programs which position data, stats, and gadgets over and above everything else.

We are different.

We have taken 10 years of experience in behaviour change and extended this across the mobile domain to focus above all on developing a fun, interactive and engaging health initiative which is underpinned by gamification and behavioural psychology principles, but which is completely focused on outcomes.

Through instant reward for health-related achievements, through being team-based and enlisting peer support throughout the program, through a virtual journey, and an interactive global community of over 260,000 participants all taking part in a life-changing event between May and September each year, we have made mobile health, wellbeing and fitness fun again.

Our simple-to-use, but evidence-based and scientific approach to fitness and health and wellbeing delivered through the mobile apps has helped over 120,000 iPhone and Android users measure, track, and improve their physical activity in a completely fun and engaging way.
That is what differentiates us and makes us innovative: we make corporate health and wellbeing fun and scientific at the same time.

We’re not here to tick a box. We’re here to fix the problem. We’re here to get the world moving.

User Experience

We designed the apps from the ground up with a focus on user experience and interaction. We needed to engage, inspire, and motivate our participants over a 16-week challenge, so it was paramount that we kept participant engagement top of mind throughout.

We mapped out a range of personas and user profiles, reflecting the broad range of participants who take part in our program (from the highly inactive who may not have undertaken any physical activity for over 10 years to the extremely physically active).

During the design and wireframing stages of app development, we continually validated our assumptions and screen interactions and flow with users to ensure the app succeeded in rewarding our participants' efforts at every step of the journey. Through real-time trophy awards on entering activity and achieving key milestones (e.g. 1m steps), rewarding new activities such as cycling and swimming and providing engaging and visually compelling journey and stats information, we strove to stay true to our overall mission of making physical activity fun, engaging, and intrinsically motivating.

Project Marketing

We've had over 120,000 users download one of our iPhone or Android apps to date. Our marketing activities pre-launch resulted in 80% of these downloads occurring in the first 2 weeks of launch.

We focused our marketing efforts on appealing to the 'out of the office doesn't mean out of touch' mentality and leveraging the desire of corporate workers to interact and engage with us outside the more conventional 9-5 office computer environment.

Before the launch in May, we ran a range of social media and email campaigns to drive awareness of the apps and generate buzz and anticipation and promoted it on our main website as a key component of the program and one which would make life easier for our participants.

In actual fact, the groundswell of anticipation and demand for the apps among our user base was so great that much of the marketing was done for us by word of mouth and by virtue of the traction achieved in the opening few days of buzz among our community of engaged participants.