On 5th June this year, Teach on Mars held the 7th edition of the Mobile Learning Awards (MLA), an annual event that celebrates the most inspiring achievements in mobile learning.
After spotlighting the best native course in our last article, we are now switching our focus to the integrated course category. This award highlights the training course that took full advantage of the synergy between native Teach on Mars activities and other authoring tools to create an innovative and impactful learning experience.
Three main criteria guided the jury’s evaluation:
- pedagogical architecture, ensuring coherence in the pathway and a relevant selection of activities,
- editorial and graphic style, ensuring visual identity consistency and harmony of content,
- content creation, including segmentation, layout and tools to foster learner engagement.
LVMH Fragrance Brands and their L’INTERDIT GIVENCHY Immersive Experience project won the award for best integrated training 2025.
This article will present this inspiring project and the best learning practice take aways!
The winner
Created in 2011, LVMH Fragrance Brands brings together two of the group’s emblematic brands. These include Parfums GIVENCHY, founded in 1957. Embodying outstanding craftsmanship and endless inventiveness, with L’INTERDIT, the brand is reinventing a timeless icon and a symbol of a perfect balance between tradition and modernity.
Launched in 2018, the My Beauty Play app is intended for in-house staff and external sales teams worldwide. The aim is to promote the brand culture, boost product expertise and elevate the client experience thanks to a seamless and engaging experience.
This year’s winning course – that you are about to discover – was rolled out as part of this initiative.
The winning course: L’INTERDIT Immersive Experience
Developed in a challenging environment, with budgetary constraints, heightened competition and all the complexities involved with scaling up training, the course was intended to prepare the thousands of LVMH Fragrance Brands beauty specialists and the external multi-brand beauty specialists to sell the new fragrance, L’INTERDIT Absolu. It coincided with the launch of the new GIVENCHY advert about the iconic fragrance, L’INTERDIT.
- The concept: to immerse learners in the depths of the Paris underground, just like the cinematic world of the campaign, embodied by Rooney Mara.
- The result: 8,500 engaged learners in just two months – a record for the app.
Fun and well-designed architecture
The jury drew particular attention to the originality of the pedagogical architecture, in which each level of the Paris underground corresponds to a training topic. The storytelling choices, directly inspired by the campaign’s visual world, enable not only a natural progression, but also an immediate immersion in the mysterious atmosphere of L’INTERDIT. Thanks to frequent messages, learners truly feel guided through a narrative journey, with each step enriching the last and sparking curiosity.
The activities offered are both varied and interactive (quizzes, pairing games, scratch to reveal activities) and help to hold interest throughout the course. Their design was intended to combine gamification and pedagogical effectiveness; ensuring that key messages are assimilated without cognitive overload, and at each individual’s learning pace.
A sound and visual immersion
Another point that caught the jury’s attention was the course’s visual and sound depth. The realistic and carefully-crafted graphic design immediately immerses learners in the Paris underground universe. The sound effects (e.g. elevator sounds) complete the experience and heighten the feeling of immersion.
Touch-based interactions, such as validating a ticket, pressing a button and moving around a map, also make the user an active participant in their learning pathway. This multi-sensory dimension reinforces engagement and helps learners retain information, by activating visual, auditive and kinesthetic memory all at once. (cf. Generative Theory of Multimedia Learning and Embodied Cognition Theory).
Captivating and well-paced narration
Finally, the well-crafted scenario keeps the learner in suspense right up until the final stage. They wait with bated breath, eager to discover what is concealed behind each new completed “level”. The storytelling serves as an engaging common thread: as learners descend into the depths of the Paris underground, they gradually discover the secrets of the fragrance and the universe around them. This cleverly orchestrated build-up, establishes a unique atmosphere, that is both intriguing and elegant.
The high-quality videos, that serve as transitions, bring a film-like touch that consolidates the coherence between the modules and supports the pace of learning. The pedagogical segmentation, meanwhile, stands out for its smooth flow, as each sequence is short enough to keep learners engaged, yet dense enough to transmit the key concepts.
By combining an inspired narrative design, a solid pedagogical framework and immersive multimedia supports, the training course succeeds in turning content into an extremely engaging and emotional learning experience.
In summary: inspiring best practices
The L’INTERDIT Immersive Experience training course perfectly illustrates how an integrated course (SCORM) can combine storytelling, interactivity and pedagogical effectiveness. Here are the main takeaways:
- Design a narrative architecture to immerse learners in a coherent and engaging universe.
- Vary the formats and activities to keep learners engaged and to improve information retention.
- Opt for a multi-sensory immersion (sounds, images, touch-based interactions) to enhance the learning experience.
- Capitalise on storytelling to create suspense and hold learners’ interest until the end of the course.
- Use high-quality multimedia content to foster learner engagement and make the course captivating.
With the training project, LVMH Fragrance Brands demonstrates how digital learning can be used to offer an immersive and emotional experience that is loyal to the brand universe and designed to offer a lasting impact.
Expert en didactique et passionné de langues et de technologies éducatives, Kevin se spécialise dans la formation aux adultes en contexte présentiel, hybride et à distance (e-learning). Fort d’un parcours de 10 ans en tant qu’enseignant-chercheur au sein de grandes universités canadiennes, il souhaite désormais mettre à profit son expertise pédagogique au service des entreprises afin de les accompagner dans la conception de parcours de formation favorisant la réussite et l’inclusion.
