If You Don’t Use It, Your Rival Will

Launched in Brazil in October 2024, the campaign "If You Don’t Use It, Your Rival Will" by Zé Delivery and agency Jogo harnesses the fervor of football rivalries to boost engagement with the brand’s innovative Fan Cashback program. As the largest beverage delivery app in Brazil, Zé Delivery leverages the passionate competition among Rio de Janeiro’s top four football clubs—Flamengo, Vasco, Fluminense, and Botafogo—by transforming the traditional fan rivalry into a playful cash-back contest. Rather than trophies or medals, the stakes are the unused cashback discounts, allowing fans to "drink on their rival’s tab" by using coupons that their opponents fail to redeem. The campaign features football legends Petkovic, Donizete, Fred, and Jefferson representing the four clubs, adding authenticity and emotional connection. With taglines like "If you don’t use it, your rival will" and "The definitions of ‘customer’ have been updated," the campaign energizes fans to actively use their Fan Cashback coupons, which return 50% of their membership fees as monthly redeemable coupons, thereby fueling a competitive sense of urgency and fun. Throughout October and November, members who redeem their coupons receive an additional coupon "taken" from rival teams, reinforcing the competitive spirit. Personalized AI-generated messages from the star players amplify fan engagement by providing unique, memorable interactions tailored to each user. Zé Delivery’s strategic integration of football culture with innovative digital benefits underpins its positioning as a brand deeply embedded in Brazil’s national passion, facilitating moments of enjoyment with effortless coupon use via the app. With over 200,000 active members from these clubs and more than 60% already using the benefit, the campaign not only stimulates app usage but also strengthens loyalty, community, and brand presence in a highly competitive market. Jogo’s creative approach taps into the emotional intensity of sport rivalries while driving measurable consumer action, making this campaign a standout example of sports-related marketing that merges entertainment, technology, and incentive-driven engagement.