ZÉ DELIVERY
Cashbattle
If you don't use it, we will give it to your rival.
In Rio, it’s not a derby it’s a battle. When we took Derby Cashback to another level.
Problem
Zé Delivery has an extremely appealing benefit for football fans: 50% of the monthly membership fee turns into cashback in the app. All they need to do is open the app and apply the discount that’s already there. But even with all that convenience, no one was using it. Not a single fan claimed it. What a disaster.
Insight
In a football-obsessed culture fueled by rivalry, a passive discount just doesn’t cut it.
Fans might ignore a cashback coupon, but there’s one thing they can’t ignore: their biggest rival’s happiness. Especially when they’re the reason behind it.
Idea
We invite people to use their cashback coupon. If not, we would give it to their rivals.
In 2023, we ran a pilot campaign in Porto Alegre. In 2024, we took it to Rio de Janeiro and transformed the derby into a massive Cashback battle. We launched the campaign with iconic club idols in films urging supporters not to let the benefit slip away. A real-time leaderboard tracked which fanbase used the most cashback weekly. Personalized AI videos, influencer content, CRM messaging, and stadium activations amplified the battle vibe across channels. Even fan reactions were captured live through iconic on-stadium photography to fuel the narrative.
Impact
The rivalry turned utility into urgency: cashback usage soared as fans raced to outdo their rivals.
It transformed a simple financial benefit into a cultural battleground - where using your discount meant defending your club.
By gamifying the benefit and weaving in real-time data, Zé Delivery achieved the historical record in app orders and new users.
Impact
The rivalry turned utility into urgency: cashback usage soared as fans raced to outdo their rivals.
It transformed a simple financial benefit into a cultural battleground - where using your discount meant defending your club.
By gamifying the benefit and weaving in real-time data, Zé Delivery achieved the historical record in app orders and new users.
