Zé Delivery
Lucky Orders
Creating a champion from pure luck
Before the Libertadores final, we launched the 'Lucky Orders' campaign with Zé Delivery . The central idea was to analyze over 1.5 million consumer interactions to study purchasing habits on decisive game days, encouraging fans to repeat orders they considered 'lucky'—those made on days when their teams won
Problem
The Libertadores final isn’t just a match - it’s a marketing battlefield.
Every brand shows up with a promo, a post, or a punchline.
Zé Delivery had a strong offer and perfect timing - but so did everyone else.
The challenge? Cut through the noise and actually matter when it counts the most.
Insight
In decisive matches, fans look for anything that feels like control - even if it’s pure superstition.
So instead of pushing a new offer, Zé Delivery reminded them: “Remember what you ordered the last time your team won? Maybe it wasn’t just luck.”
In other words: the past isn’t just memory - it’s a manual for victory.
Idea
We launched Lucky Orders ahead of the Libertadores final between Fluminense and Boca Juniors.
Zé Delivery analyzed over 1.5 million consumer interactions to identify patterns: what people ordered on match days when their team won. Then, using real-time data and creative CRM, we sent hyper-personalized messages encouraging fans to repeat those “winning orders.”
Some were spooky specific:
“You ordered when your team played an Argentine club at the same stadium, same hour.”
“You ordered when facing a team with blue and yellow kits.”
“You ordered when playing a team with ‘Jrs’ in the name.”
It wasn’t just marketing. It was a belief system - data-fueled.
Impact
This strategy transformed superstition into a powerful purchase motivator, making Zé part of the emotional journey, not just the transaction.
Fans felt seen, not targeted. And that emotional relevance turned personalized offers into acts of faith with real business results.
In other words, we simply invited people to believe in their inner power for changing a game result and repeat the same order they made when their team won.
The most impactful result? Fluminense won the Libertadores for the first time in its history.Luck? Maybe. Maybe not.
