Gerundio + Doters
How to bring a loyalty program to life that takes Mexicans to the skies?
Building the brand of a new loyalty plan comprehensively
Services
- Research and Strategy
- Brand and Communications
- Experience and Interaction
Challenge
Doters is a rewards program created to recognize and compensate the loyalty of customers of Viva and its multiple allies.
Solution
Faced with the challenge of creating a brand that conveyed the program’s benefits and attributes while generating a unique sense of belonging in the category, we began by thoroughly understanding the Mexican market. We studied their relationship with the brands they regularly consume and their experience with other loyalty programs.
We mapped out different user experience flows, both in physical and online channels, identifying common interactions, needs, barriers, frictions, and the touchpoints where the experience tends to be most appreciated.
With this information in hand, we defined the attributes on which to build this new brand to better connect with its users. We designed a unique identity within the category and named the program Doters, a simple and memorable name that fosters a sense of belonging.
We developed the digital properties of Doters —both its website and app— using a user-centered methodology to make the experience more seamless and satisfying. This approach helped users better understand the program, become familiar with its features, and fully enjoy its benefits.
Finally, we executed the advertising campaign that introduced the program to the Mexican market, highlighting its benefits and inviting users to join.
Through a comprehensive project, we brought to life a simple, exciting, and fun loyalty program that invites Mexicans to enjoy Viva, HSBC, ETN Turistar and other brands they know and regularly consume, giving them new reasons to celebrate.
Learning
“Understanding the relationship between the Mexican market and loyalty programs, as well as their expectations, frustrations and motivators, was crucial to building a program that helps democratize access to loyalty in Mexico.”
“The most valuable part of working with Gerundio is the human warmth and professionalism of their team; more than a provider, they were an ally, which led them to think and rethink every part of the process.
Thanks to their work, we now have a brand with great personality and a defined tone. They have helped us materialize an idea that is now a reality.”
– Nel Silva / Chief Marketing Officer Doters
