FNV - Workpower app
Getting the right information to our audience
Having over 1.1 million members, the FNV is the biggest federation of trade unions in the Netherlands. Each year, a pocket guide is distributed to middle school and high school students. This ‘FNV Workpower’ guide serves as a guidance for part time jobs and internships. The document also includes important information about rights and regulations.
We decided to deviate from our initial assignment
FNV asked us to update this year’s guide to match the latest numbers and statistics, and give it an overall redesign. After analyzing both the target audience and the content, we decided to deviate from our assignment. Here’s why…
Why it makes our heart tick
The target audience consists of middle school and high school students. This group is young and reluctant to carry around a paper guide at all times, which is, to be honest, just plain impractical. The one thing they always seem to carry around is their smartphone: a perfect stage to display our information.
Moreover, a static printed guide has its downsides. Due to ever-changing regulations in taxes, employment and collective agreemeents, the content becomes obsolete over time.
How can we make sure the content reaches the right audience and stays updated and relevant? That’s where GANDA came into play. We analyzed the existing content and developed a framework in which the content is presented in a way which suits both the brand and the audience.
We analyzed the existing content and developed a framework in which the content is presented in a way which suits both the brand and the audience.
Soon enough, we concluded the content would be more valuable if presented in an interactive way. After various prototyping and pen and paper sessions, we introduced the FNV Workpower App.
The app makes extensive use of the advantages a smartphone has over the paper edition. It includes a broad array of interactive items, such as a personalized minimum wage calculator and the ability to receive a sample application letter via e-mail.
The content is tailored per user.
Based on their field of work, users can directly apply for a membership. The FNV Workpower app works on iPhone and Android devices.
By constantly adding features and tools, we strive for continuous optimization
Average time spent in app: 03:15
3.54 articles read per session
45% completed one or more tools
ON TO OUR NEXT CHALLENGE
The next challenge: how to make sure the app gets noticed and used by our target audience? Especially when most people think the information is distributed as a paper guide. We needed to grab the attention in a fairly short amount of time. We built the introduction campaign around the idea of ‘Seeing is believing’. The newly developed ‘Hersenkraak Kwiz’ uses this insight. During this hilarious and over the top show (based on traditional television shows), contestants are asked to look up information in the app in order to answer the questions of the quiz master. It’s all about speed. The Hersenkraak Kwiz consists of an online and offline version.
With the Hersenkraak Kwiz, it’s all about seeing is believing.