Zé Delivery, the largest drinks delivery app in Brazil, is betting on rivalry between fans for its new campaign. In addition to competitions in football championships, the app promotes a competition in the use of member-fan Cashback, an exclusive benefit for club members. In the campaign, users can use the discount not taken advantage of by rival teams, “drinking on their rival’s account”.
To bring the action to life, Zé Delivery hired Rio football idols, such as Petkovic, Donizete, Fred and Jefferson, who represent Flamengo, Vasco, Fluminense and Botafogo, respectively. The objective is to encourage fun among fans and promote the use of Cashback coupons. Phrases such as “If you don’t use it, your rival will take it” and “The parish definitions have been updated” reinforce the idea, in an action developed by the Jogo agency.
During October and November, fan members who use the Cashback coupon will receive an extra coupon “given” by the rival team. Each coupon is R$15 for a minimum purchase of R$50. “If you don’t use it, your rival will take it”, jokes the campaign.
“We are the fun app that values one of the greatest national passions. Football is part of Zé Delivery’s DNA and is one of our biggest consumption occasions. This time, we are bringing together four of the most passionate fans in Brazil led by great idols from their clubs in a fun challenge full of benefits for the member-fan”, comments Thaís Azevedo, marketing director at Zé Delivery.
Petkovic also highlights the importance of the dispute: “Anyone who is passionate about their team knows that you can’t lose to your rival, neither in the game, nor in the dispute of who uses the most benefit. So, here on my side, I call on all Flamengo fans to use Zé’s cashback.”
The app currently has more than 200,000 active registered members in the fan partner program, considering only the four major teams in Rio. Of the total registered, more than 60% already use the Cashback benefit.
“Football has a capacity to unite passion and rivalry that goes beyond the rational. At Jogo, we are an agency focused on innovative and creative solutions in the areas of sport and entertainment, and it was with this in mind that we created this campaign, which resonates with football fans while encouraging the use of Cashback. Anyone who likes football knows: everyone can pass up a benefit, but never if that benefit ends up in the hands of the biggest rival”, comments Matías Menéndez, CCO at Jogo.
Furthermore, fans who participate in the action will be able to receive a personalized message from their idol, generated by artificial intelligence, with pre-recorded messages from Petkovic, Donizete, Fred and Jefferson. “To celebrate your support for the team, there is nothing better than a personality who is a reference in football celebrating with you”, adds Thaís.
Fred also reinforces the impact of the action: “One of the things that fans ask us for most are personalized messages. With this action, Zé Delivery developed a way to reach even more fans, while each one enjoys the benefits of being a fan member. In other words: the fan wins using cashback, he gets the personalized message and the team wins with the support of the brand”.
Zé Delivery is already a partner with more than 30 clubs, through Fan Cashback, and these actions are part of the brand’s strategy to strengthen its presence in national football. The program offers 50% of the fan member’s monthly fee back in monthly coupons of R$10 for a minimum purchase of R$50 in the app.
Check out the players’ videos:
Cashback in Game: Vasco I If you don’t use it, your rival will take it!
Cashback in Game: Fluminense I If you don’t use it, your rival will take it!
Cashback in Game: Flamengo I If you don’t use it, your rival will take it!
Cashback in Game: Botafogo I If you don’t use it, your rival will take it!
