Personal, powerful

ACC : ActiveSmart

ActiveSmart Online Training Application

www.activesmart.co.nz
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Read about the challenge, solution and result

The Challenge

To address the growing sport injury prevention objectives of ACC and meet the needs of recreational sports players, DNA created a series of websites for ACC encouraging New Zealanders to take practical actions to reduce the risk of injury while participating in sport or physical activity. We engaged with the target audience through an online application that creates a customised training plan specific to individual needs.

The Solution

Our solution was a comprehensive online application which not only created a customised training plan specific to a users sport through medical, fitness, personal and sport specific tailoring but a customised nutrition plan to match users gender, weight and plans activity level.

The free sites have already attracted thousands of sign ups, and currently still have over 32,000 registered users. Behind the scenes is a complex rules-engine that manages health and safety screening, plan management, live
weather feeds and a smart administration interface for the site owners to create and manage rules and content. The sites have taken on a life of their own to the extent that users who finish plans are frequently setting up new
ones. This relationship outcome makes marketing the sites extremely cost effective, since users who are already engaged don’t need to be ‘bought back’ time and time again.

The sites have sustained huge usage and generated a significant effect with very little media support. ACC used advocates and networks to embed the offer and leveraged partners to launch and sustain use.

The Result

We helped ACC address the cost of sporting injury with Active Smart, an interactive training tool…they achieved 15,000 user signups in 3 months and still two years on have over 32,000 registered users. The projected decrease in sporting injury is a single figure but significant. This was an inspired and hugely more beneficial approach than merely trying to advertise to engage in reducing a major problem. As we see it - this solution was a more engaging and effective approach, it has built a long term 'asset' for ACC, and is a solution that not only succeeds without advertising to drive users, it has been significantly more effecrtive than any commensurate spend via an advertising campaign could ever have been.

ActiveSmart won an honoury Webby award in 2008 and was a finalist in Business Internet Awards and Innovation Awards for TUANZ.

www.activesmart.co.nz
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The Numbers

15,000 user signups in 3 months and still over 4 years on have over 32,000 registered users (without mainstream media promotion).

Awards: The ACC sports sites have won significant domestic and international acclaim including:
Silver, Best Design Awards 2007
Finalist, education category, TUANZ Innovation Awards 2007
Finalist, Best of the Best Award, TUANZ Innovation Awards 2007
Finalist, education category, TUANZ Business and Internet Awards 2007
International Webby’s Official Honouree 2008