CASE STUDY
Ford
A unified, on‑demand onboarding programme for Ford’s European dealer network, using engaging, bite-sized content.
The Challenge
The world around us is transforming. New technologies, electric vehicles, software, and data driven solutions are creating new opportunities, as well as challenges. This has led to disruption for the Ford European dealer network, making improving engagement increasingly important, especially among new joiners. So we needed to create a unified online onboarding programme that suited Ford’s new learning platform, Ford University, which was built for bitesize and video content.
The Solution
Welcome to Ford. This on-demand programme delivered a wealth of onboarding information in just 45 minutes. By repurposing a deep catalogue of existing footage and material in the Ford library, we were able to craft a story about Ford’s legacy and future, and help dealers understand their role in it. The concept tying everything together was “the ripple effect”: the further learners progressed, the stronger and bolder the ripple effect became, indicating a powerful sense of impact felt by everyone in the dealer network.
The Results
Our onboarding solution has gone down a storm with stakeholders within Ford of Europe and in its markets. So much so that at the end of the project, we were asked to develop a promotional video to encourage dealers to complete the series. More importantly, we received overwhelmingly positive feedback from the markets on the ground who will be offering the programme to their dealers. “This will be a warm welcome for new people entering the Ford organisation!” Exactly what we were aiming for.
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