Context: Zé Delivery offers 50% of the monthly membership fee back as cashback, but fans weren’t using the benefit.

Insight: Fans might ignore their cashback—until they find out their biggest rival can steal it and use it to buy beer.

Idea: We launched the message: “If you don’t use your cashback, we’ll send it to your rival.” A simple provocation that hits where it hurts. With the help of club idols, AI, and a weekly fan ranking, we turned the coupon battle into a war of pride.

Results: +3X ENGAGEMENT BY WPP vs. previous average; _+74MM of impacts via Zé Delivery and Clubs; _ +43% Growth in app orders from fan members; _HISTORICAL RECORD in app orders and new users.