[Mobile Learning Awards] Spotlight on IWC, winner of the Deployment Award, best practices guide

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This prize recognises projects (using Teach on Mars technology) which have achieved exceptional deployment. 3 criteria are assessed:

  • governance
  • learner experience
  • innovation

Van Cleef & Arpels won the award at the 2022 edition of the MLA.



IWC has been a leader in luxury watchmaking since 1868.

The brand was founded in Schaffhouse, Switzerland. IWC combines tradition and innovation to craft exceptional timepieces.

Launched in October 2022, MY COPILOT is IWC’s training app.

It is intended for IWC employees in Switzerland and abroad, as well as for retail partners’ sales teams, (some 5,000 people).



When launching their app, MYCOPILOT, IWC rolled out a hard-hitting and engaging deployment strategy:

“We wanted to provide appealing and ATAWAD training about the brand and the collection for a wide audience of IWC staff members, and to develop their skills over the long-term with a pathway organised into several stages.”

Cleverly orchestrated deployment

To guarantee learner engagement, two in-app events were scheduled for the deployment: the first in March (Watches and Wonders) and the second in November (a global contest).

This sign-posted strategy helped to recruit a maximum number of learners.

Furthermore, the division of tasks between the various head office and market teams helped to optimise project management and to create suitable content. Here is an example of how roles were allocated to create content:

  • training content creation: by head office (for common content) and by the departments for creating content adapted to the markets
  • proof reading translations and training course tests: by the markets
  • preparing competitions: by head office for overseas and by the markets for local competitions.

A differentiated content strategy

I applaud the ambition of their content strategy.

Stéphanie BLANCHET, CEO of DMM Group

The core training programme comprises a progressive system organised into 6 levels (belts).

To reach a new level, learners must answer 50 to 200 questions leading to the obtention of a certificate.

At the launch, the first level (yellow belt) was opened to employees and offered a comprehensive introduction to the brand and the collection.

Other programmes were introduced simultaneously to ensure that learners who were not moving through the belt levels, continued to learn about new products and the most popular collections.

Here is how the catalogue was organised at the launch:

An effective communication strategy

The structure seems irreproachable, the launch is clear and simple, the idea of encouraging pride in belonging through wall interactions and exceptional gifts is an impressive initiative. I applaud the idea of celebrity participation in order to motivate learners.

Angel POVEDA – International Training Manager – LANVIN

Implementing a double communication strategy – for ambassadors and learners – personalised the campaign and helped to mobilise target groups.

Moreover, we praise the effectiveness of the omnichannel strategy, introduced with a combination of supports and communication channels.

The following levers were mobilised for ambassadors:

  • Teaser at an international meeting
  • Regional video conferences for events
  • Regular emails
  • Monthly updates with market performances

The following strategy was implemented for learners:

  • A communication on the wall for each publication
  • Curation and moderation of comments (with community management to like and comment on learners’ posts).
  • Weekly ritual with #tuesdaylearning
  • Celebrity involvement in the launch campaign with Formula 1 driver, George Russell, appearing in the promotional video of the app.

Here is an example of a communication on the wall – #tuesdaylearning – a video interview with Christian Satzke, head of the Mouvements project at IWC:

The final touch to this successful deployment is sought-after rewards.

Only learners with level 1 certification (yellow belt) for the “watches and wonders” course are eligible for the reward.

A IWC chronograph watch is up for grabs!

The learner who earned the most points in the shortest amount of time won the competition.

Thanks to its quality-based system, IWC garnered positive feedback about learner engagement, both in terms of quantity and quality.

A few key figures (November 2023):

  • 4,564 learners connected (87%) in 76 countries
  • 2,661 learners obtaining yellow belt certification
  • 2 hours 49 minutes spent in training per learner on average
  • Between 1,000 and 1,500 monthly users


  • End of yellow belt survey (2,768 learners)
    • 88% would recommend My Copilot to colleagues
    • 93% recognise that what they learned helps with their work
  • Survey 6 months after launch (520 learners)
    • 94% consider that that what they learned on the course will help with their work
    • 95% feel that it is important to implement what they learned in their work

We hope these best practices will leave you feeling inspired!

See you for the next episode, when we look back at the finalist projects for the Best Wall Animation Award.