Transforming a company of 300.000 people

Client

Daimler AG (currently Mercedes Benz Group) is one of the world’s largest producers of premium cars and the world’s largest manufacturer of commercial vehicles - trucks and vans. The company is also active in finance, fleet management, insurance and innovative mobility services. Ignore Gravity is a Berlin based innovation studio and is one of the main agencies working for Daimler. Visit site: daimler.com / ignore-gravity.com

Challenge

As the automotive industry is undergoing fundamental changes, Daimler needed a massive transformation to become more adaptive. This transformation project, called ‘Leadership 2020’, would prepare the company for a digital, electric and emission free future, in which mobility becomes more than ‘just’ selling vehicles, signalling a change of its core business model. The company identified eight new leadership principles to be more agile and adaptable, suiting a rapidly changing environment; redefining the way of work, communication and leadership structure, and implementing it in the global organisation of 30.000 managers and 270.000 employees.

Work

We were asked by Ignore Gravity to assist in the global roll out of the program. To ensure clear understanding across departments, locations and hierarchies we designed an easily accessible digital learning application to use by every employee globally. The application provided a dedicated learning journey for each leadership principle with inspiration, tutorials, cases and exercises. Gamification principles were applied to ensure motivation, support and interaction.

Impact

The application achieved clear understanding, involvement and commitment towards the new leadership principles throughout the company and was the most impactful tool to the succes of the transformation.