The actions carried out during the championship made the company break a record for orders and saw its engagement rise
The World Cup was one of the most anticipated events of 2022, especially for brands that would have their names exposed during the championship, such as the case of Z Delivery, which became a sponsor of the Brazilian team about a month before the start of the championship .
Preparations for participating in the most important football tournament in the world began in 2021, when the brand started to position itself within the world of football, with actions in several national championships, as was the case with the activation made by Z in the final of this year’s Copa do Brasil.
With activations on social networks, game broadcasts, actions during halftime, activations of promotions and commercials in 54 games of the world championship, in addition to contextualized calls one hour before the games in Brazil, the delivery platform focused on consolidating this positioning and make the World Cup the campaign of the year for Z Delivery.
From the beginning, we were certain that this would be the Z Delivery campaign of the year. In 2021, we started to position the brand in the world of football, as this is one of the main drinking occasions and a very actionable consumption moment for the brand”, explained Thais Azevedo, CMO of Z Delivery.
No sooner said than done. The campaigns carried out by the company made Z Delivery break a record for orders and saw its engagement rise significantly.
According to the CMO, the company’s main objective with the activations was to increase brand awareness, which was achieved. Thais stated that, in 20 days, the brand grew 11 percentage points in the comparison between November and October, in addition to increasing awareness, generating engagement and conversations around the brand.
There were more than 750% mentions of the brand on social networks and thousands of comments praising the campaign as one of the best and most interesting of the World Cup. Business results were also encouraging and, in Brazil’s debut in the World Cup, Z Delivery recorded its record number of orders per hour, with a peak of over 55,000 orders at 3 pm. This represents a record number of requests per hour already recorded in the history of the app so far, said the executive.
One of Z Delivery’s strategies for the World Cup was to use superstition to win over consumers. In this case, the company launched a campaign starring the Seleão player, Vincius Jr., using the speech that in all cups won by Brazil, there was a Z on the team making a joke with both the company name and the name of the striker .
The campaign starring Vincius already has, to date, more than 4 million media views and 427 million impacts on TV. Another achievement of the brand during the championship was to be twice in the TOP 10 of brands most associated with the World Cup.
“A happy coincidence was discovering that Vini Jr. was called Vinicius José de Oliveira Paixo Jr. His arrival helped to consolidate our strategy and bring us even closer to fans of the brand and those who still didn’t know Z. We were able to engage consumers de Z to spontaneously call Vini Vini Z, proving that the Brazilian identified with our campaign.And the results validated our entire strategy, said Thais.
With the end of the championship, Z Delivery is reaping the fruits of a year of preparation and recorded a 94% increase in engagement on social networks and mentions of the brand, in addition to having won over 71,000 orders through the “Bolo of the Z”.
