Ford employees feel the difference: Communications campaign highlights brand strategy to multilingual workforce

Abstract

Purpose

The paper seeks to reveal how Ford of Europe communicated the importance of its “Feel the Difference” brand strategy to more than 20,000 European employees.

Design/methodology/approach

The paper describes how media‐rich learning was devised and implemented, and the results it has attained.

Findings

The paper describes how the entry point to the learning experience is a scrolling 360‐degree panoramic menu depicting an auto‐show environment which brings together Ford of Europe, dealers, national sales companies, the press and, most importantly, the public, in an event that showcases future product development. Users explore the environment by clicking on three‐dimensional objects found at an auto show. In this way, it offers an opportunity to experience the Ford brand and forms a good environment for a communications piece.

Practical implications

The paper shows how e‐learning can be used to make learning fun and memorable.

Originality/value

The paper reveals how innovative e‐learning can be used to great effect among employees who may be cynical about internal marketing initiatives.

Citation

(2008), "Ford employees feel the difference: Communications campaign highlights brand strategy to multilingual workforce", Human Resource Management International Digest, Vol. 16 No. 2, pp. 8-10. https://doi.org/10.1108/09670730810860654