To succeed, it couldn't be seen as a marketing initiative but had to provide an -˜experience' in which users could explore the world of branding and discover for themselves why brands are important to the modern consumer.

In developing a solution, LINE worked in close partnership with Ford Europe's Marketing and Public Affairs departments as well as Ford's "blue team" agencies. The partnership concluded that the central message of the eLearning program is that 'Feel the difference' is a design-led strategy that is driving Ford's future in Europe, not a marketing campaign.

Released in five languages, the entry point to the learning experience is a scrolling 360 degree panoramic menu depicting an auto-show environment. The auto show brings together dealers, the public, Ford of Europe staff, and the international press in a media-rich expression of the Ford brand, making it the perfect environment for the communications piece.

Users then explore the environment by clicking on 3D objects commonly found at an auto show. Four sections are available, including the Power of Brand, Ford's Marketing, Ford's Kinetic Design, as well as a fun quiz to check how much the user knows about the car industry. The program makes extensive use of rich media - from vox-pop video clips to a variety of animations, audio narration, and interactive activities.

Piers Lea, LINE's CEO says, -œCompany-wide brand training is notoriously challenging, and yet if done well, can help provide a step change. Reaction to this program has been fantastic for Ford-.

User feedback from a survey conducted following the program launch included many enthusiastic comments like, "For the first time ever, I actually felt compelled to comment on one of these central presentations - absolutely fantastic! I hope that everyone takes the time to watch and absorb it…"