TheL.O.V.E.platformisavirtual3DlearningworldwhereNIVEA'sbrandstrategybecomesinteractivelytangible.Internationalteamsplayfullydiscovermodulesonbrandknowledge,communication,andpositioning.
Client
Nivea / Beiersdorf
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
The L.O.V.E. platform makes NIVEA's brand strategy tangible.
Why NIVEA needed a new learning format.
The challenge was to sustainably anchor a new brand positioning worldwide. Traditional e-learnings were not sufficient, so a format was to be created that makes the values tangible for teams, promotes application, and delivers measurable results. The goal was better brand understanding, active participation, and traceable learning progress.
The challenge was to not only explain brand values but to anchor them.
International marketing teams should be able to access consistent brand content anytime and anywhere. Relevance arose from global rollouts and the need to uniformly anchor communication rules.
We delivered a modular, playful 3D learning environment.
What the L.O.V.E. platform offers.
The platform combines over 30 interactive modules, mini-quizzes, and exploratory islands that playfully convey brand knowledge, communication rules, and positioning exercises. Visually, the design follows NIVEA's corporate design, making the experience familiar, credible, and easily accessible.
Participants discover islands, solve tasks, and receive immediate feedback. Playful elements promote sustainable learning, while personalized tracking makes participation and performance visible, enabling continuous optimization.
This is how we technically and content-wise implemented the platform.
The implementation took place in four phases.
The process was divided into research, prototyping, technical build, and a coordinated rollout. User feedback from tests ensured that the game mechanics actually promote understanding before content was rolled out globally.
Users experience the brand through exploration and interaction.
Gamification elements, exploratory level design, and short quizzes create 'aha' moments where teams can try out rules and receive immediate feedback. The modular structure allows targeted adjustments for local markets.
Technically, the world is based on WebGL for smooth 3D experiences on desktop and is linked to the Degreed learning platform, allowing participation, performance, and analytics to be captured directly. The modular structure enables easy extensions and local adjustments without significant development effort.
The most important learning was: experiencing works better than explaining.
The most important learning was that experiencing has a stronger impact than explaining: playful interaction enhances memory performance and motivates active application of brand guidelines. Continuous measurability allows for targeted optimizations and local additions.