In Brazil, soccer is not just a sport; it's a cultural phenomenon. The rivalry between the teams Grêmio and Internacional, both from the southern region of the country, is one of the most intense in Brazilian soccer. This campaign was launched at a time when fan engagement was crucial to enhancing brand interaction. The "Derby Cashback by Zé Delivery" campaign capitalized on the biggest rivalry between Grêmio and Internacional fans to encourage the use of cashback.

In fact fans could even ignore its benefit. Until they discovered that their own coupon could be automatically sent to their biggest rival's fans.This creative approach not only stimulated the use of the app, increasing the number of users and orders, but also introduced a layer of competition with a sense of urgency, engaging fans and transforming a standard functionality into a unique engagement experience.