{"id":1245,"date":"2025-01-16T23:19:23","date_gmt":"2025-01-16T23:19:23","guid":{"rendered":"https:\/\/gerundio.mx\/?p=1245"},"modified":"2025-04-11T18:50:15","modified_gmt":"2025-04-11T18:50:15","slug":"doters","status":"publish","type":"post","link":"https:\/\/gerundio.mx\/en\/proyectos\/doters\/","title":{"rendered":"\u00bfC\u00f3mo dar vida a un programa de lealtad que lleva a los mexicanos a volar?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>[et_pb_section fb_built=\u00bb1&#8243; module_class=\u00bbmodule-bottom\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row column_structure=\u00bb3_4,1_4&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb3_4&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-blue text-24&#8243; _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><strong>Gerundio + Doters<\/strong><strong><\/strong><\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 101px; top: -9px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/et_pb_text][et_pb_text module_class=\u00bbtitle-project text-white\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<h1>\u00bfC\u00f3mo dar vida a un programa de lealtad que lleva a los mexicanos a volar?<\/h1>\n<p><em>Construyendo integralmente la marca de un nuevo plan de fidelizaci\u00f3n<br \/><\/em><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb1_4&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-blue text-24&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><strong>Servicios<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_text module_class=\u00bblist-no-dot text-white\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0&#8243; global_colors_info=\u00bb{}\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<ul>\n<li>Dise\u00f1o Estrat\u00e9gico &amp; Innovaci\u00f3n<\/li>\n<li>Marca &amp; Comunicaci\u00f3n<\/li>\n<li>Experiencia &amp; Interacci\u00f3n<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; module_class=\u00bbproject-hero\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb width=\u00bb100%\u00bb max_width=\u00bb100%\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_image src=\u00bbhttps:\/\/gerundio.mx\/wp-content\/uploads\/2025\/01\/DOTERS_CDE_HERO.png\u00bb title_text=\u00bbDOTERS_CDE_HERO\u00bb show_bottom_space=\u00bboff\u00bb force_fullwidth=\u00bbon\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; module_class=\u00bbmodule quote-section-intro\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row column_structure=\u00bb1_3,2_3&#8243; custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||64px||false|false\u00bb custom_padding_tablet=\u00bb||40px||false|false\u00bb custom_padding_phone=\u00bb||24px||false|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-blue\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><strong>Reto<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-white\u00bb _builder_version=\u00bb4.27.0&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p>Doters es un programa de puntos y recompensas creado para premiar la lealtad de los clientes y usuarios de Viva y sus m\u00faltiples aliados.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00bb1_3,2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-blue\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><strong>Soluci\u00f3n<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-white\u00bb _builder_version=\u00bb4.27.0&#8243; _module_preset=\u00bbdefault\u00bb custom_margin=\u00bb||16px||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p>Ante el desaf\u00edo de crear una marca que expresara los beneficios y atributos del programa, generando un sentido de pertenencia \u00fanico en la categor\u00eda, comenzamos por conocer a fondo el mercado mexicano. Entendimos su relaci\u00f3n con las marcas que consume habitualmente y su experiencia con otros programas de fidelizaci\u00f3n.<\/p>\n<p>Proyectamos diferentes flujos de la experiencia habitual de estos usuarios, tanto en canales f\u00edsicos como online, identificando las interacciones comunes, sus necesidades, barreras, fricciones y los puntos donde la experiencia suele ser mejor valorada.<\/p>\n<p>[\/et_pb_text][et_pb_text module_class=\u00bbtext-white readmore\u00bb _builder_version=\u00bb4.27.0&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p>Con esta informaci\u00f3n, definimos los atributos sobre los cuales construir esta nueva marca para conectar mejor con sus usuarios. Dise\u00f1amos una identidad propia y \u00fanica en la categor\u00eda, y bautizamos al programa como Doters; un nombre sencillo y memorable que fomenta el sentido de pertenencia.<\/p>\n<p>Construimos las propiedades digitales de Doters \u2014tanto su sitio web como su app\u2014 con una metodolog\u00eda centrada en el usuario, haciendo la experiencia m\u00e1s fluida y satisfactoria. Esto permiti\u00f3 a los usuarios entender mejor el programa, familiarizarse con sus caracter\u00edsticas y disfrutar al m\u00e1ximo de sus beneficios.<\/p>\n<p>Finalmente, realizamos la campa\u00f1a publicitaria que introdujo el programa al mercado mexicano, destacando sus beneficios e invitando a los usuarios a formar parte del mismo.<\/p>\n<p>A trav\u00e9s de un proyecto integral, logramos dar vida a un programa de lealtad simple, emocionante y divertido que invita a los mexicanos a disfrutar m\u00e1s de Viva, HSBC, ETN Turistar y otras marcas que conocen y consumen cotidianamente, ofreci\u00e9ndoles nuevos motivos para celebrar.<\/p>\n<p>[\/et_pb_text][et_pb_code admin_label=\u00bbCode\u00bb _builder_version=\u00bb4.27.0&#8243; _module_preset=\u00bbdefault\u00bb module_alignment=\u00bbleft\u00bb custom_margin=\u00bb||||false|false\u00bb custom_margin_tablet=\u00bb|||-1%|false|false\u00bb custom_margin_phone=\u00bb\u00bb custom_margin_last_edited=\u00bbon|tablet\u00bb global_colors_info=\u00bb{}\u00bb]<a href=\"#\" class=\"btn btn--simple-plus js-readmore\">Leer m\u00e1s<\/a>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_gallery gallery_ids=\u00bb8299,8293,8294,8302,8300,8295,8296,8297&#8243; fullwidth=\u00bbon\u00bb module_class=\u00bbproject-gallery\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; module_class=\u00bbmodule quote-section-extra\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row column_structure=\u00bb1_3,2_3&#8243; custom_padding_last_edited=\u00bbon|phone\u00bb disabled_on=\u00bbon|on|on\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||64px||false|false\u00bb custom_padding_tablet=\u00bb||40px||false|false\u00bb custom_padding_phone=\u00bb||24px||false|false\u00bb disabled=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-blue\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><strong>Impacto<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-white text-24 list-horizontal\u00bb _builder_version=\u00bb4.27.0&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<ul>\n<li><strong>Evoluci\u00f3n de la marca.<\/strong><\/li>\n<li><strong>Establecimiento de una arquitectura de marcas clara y coherente.<\/strong><\/li>\n<li><strong>Implementaci\u00f3n de lineamientos de marca.<\/strong><\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00bb1_3,2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-blue\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><strong>Aprendizaje<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-white text-24&#8243; _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<p><em><span style=\"font-weight: 400;\">\u00abEntender la relaci\u00f3n que existe entre el mercado mexicano y los programas de fidelizaci\u00f3n, as\u00ed como sus expectativas, frustraciones y motivadores, fueron fundamentales para construir un programa que ayuda a democratizar el acceso a la lealtad en M\u00e9xico\u00bb.<\/span><\/em><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_image src=\u00bbhttps:\/\/gerundio.mx\/wp-content\/uploads\/2025\/01\/DOTERS_CDE_CIERRE.gif\u00bb title_text=\u00bbDOTERS_CDE_CIERRE\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; disabled_on=\u00bboff|off|off\u00bb module_class=\u00bbmodule quote-section-project\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(255,255,255,0)\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb da_disable_devices=\u00bboff|off|off\u00bb][et_pb_row column_structure=\u00bb1_3,2_3&#8243; disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_column][et_pb_column type=\u00bb2_3&#8243; _builder_version=\u00bb4.23.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text module_class=\u00bbtext-white text-quote\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n<h3><em>\u201cLo m\u00e1s valioso de trabajar con Gerundio es la calidez humana y el profesionalismo de su equipo; m\u00e1s que un proveedor, fueron un aliado, lo que los llev\u00f3 a pensar y repensar cada parte del proceso. <\/em><\/h3>\n<h3><em>Gracias a su trabajo, hoy tenemos una marca con una gran personalidad y un tono definido. Nos han ayudado a materializar una idea que hoy es una realidad\u201d.<\/em><\/h3>\n<p>\u2013 Nel Silva \/ Chief Marketing Officer Doters<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gerundio + Doters \u00bfC\u00f3mo dar vida a un programa de lealtad que lleva a los mexicanos a volar? Construyendo integralmente la marca de un nuevo plan de fidelizaci\u00f3nServicios Dise\u00f1o Estrat\u00e9gico &amp; Innovaci\u00f3n Marca &amp; Comunicaci\u00f3n Experiencia &amp; Interacci\u00f3n RetoDoters es un programa de puntos y recompensas creado para premiar la lealtad de los clientes y [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8298,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","inline_featured_image":false,"footnotes":""},"categories":[328,324,326,38],"tags":[57],"class_list":["post-1245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experiencia-e-interaccion","category-investigacion-y-estrategia","category-marca-y-comunicacion","category-proyectos","tag-doters"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Proyecto: Doters | Gerundio - 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