Cashback Battle - Zé Delivery

In Rio, it’s not a derby it’s a battle.

When we took Derby Cashback to another level.

Let’s start from the beginning. Zé Delivery offers an incredibly appealing benefit for football fans: 50% of the monthly membership fee is converted into cashback in the app. All they need to do is open the app and apply the discount that’s already available. But despite the convenience, fans weren’t using the cashback.

So, we asked ourselves: what could we do to make these fans stop ignoring this benefit?

The answer was simple—add a bit (or a lot) of rivalry to the story. If you don’t use your cashback, we’ll give it to your rival.

In 2023, we ran a pilot campaign in Porto Alegre. But in 2024, we took it to Rio de Janeiro and transformed the derby into a massive Cashback battle. We launched the campaign with films featuring iconic team idols, encouraging fans not to let rivals claim the benefits. A weekly leaderboard displayed which fanbase was using the most cashback, heightening competition through creative data use. Thousands of AI-personalized videos were created, with players motivating fans to use the benefit or share it with friends. The campaign also included a robust CRM and influencer strategy, along with capturing fan reactions through on-site stadium photography.