My First Order

Instead of building the communication solely around the benefits of working with Rappi, we wanted to understand which moment had truly defined the experience for people already doing the job.

When we spoke with RappiTenderos, we uncovered a powerful insight: many could remember their first order in surprising detail. They remembered where they were, how they felt, what they delivered, and some even remembered how much they earned. It wasn't just their first delivery. It was the moment they got started.

That memory gave us a new way into the campaign. Instead of telling someone to “become a RappiTendero,” we invited them to imagine—and experience—something much more tangible: their first order.

That's how “The First Order” became the campaign's central concept and hook. We used the stories of people who had already lived that moment to close the gap between considering working with Rappi and actually getting started.

Because we realized that to start a new story as a RappiTendero, you don't need to think about your next hundred orders. You just need to make the first one.

The strategy stopped selling the job and started selling the moment it all begins.