Gamified UX/UI to build continuous brand loyalty and engagement

Client : Ogilvy, Brazil
Advertised Client : Colgate-Palmolive

In Turkey, Colgate aimed to strengthen brand loyalty in a market with long purchase cycles and low engagement between each buy.

Household consumption of oral-care products is inherently limited.

This constraint defines purchase recurrence and brand interaction, directly shaping both the financial viability of loyalty programs and users’ perception of long-term value.

The Affordability program faces a core challenge:
Sustaining engagement in a category where brands must balance monetary value, purchase recency, and low buying frequency.