MasterCard did not have direct contact with their salesforce, since they work for the issuing banks that also sell competing products.
To create loyalty with the brand, educate and increase the number of MasterCard product activations.
Sales staff did not have enough information about the product and its benefits.
Developed a MasterCard owned loyalty program (Desafío MasterCard) with incentives and training components that have both online and offline capabilities. It targets and motivates the following areas of the bank: Sales Force and Acquisition Manager.
Pilot in Puerto Rico had instant engagement. 34% increase in sales in first 3 months. Program has now branched out to 25 countries.