The lifespan of apps on smartphones is shrinking, as users regularly clean up by sending a bunch of them to the trash. In Argentina, the most app-zapping market, the average lifespan of an app is 30 days. To counter this trend, Wendy’s and its agency VMLY&R came up with a compelling idea. When users start the process of deleting the app, they stumble across a secret menu of special offers. And as the offers were regularly updated, users felt obliged to keep the app. The idea was so effective that deletion rates shrunk by 14%, app usage rose by 138% – and it led to awards at the New York Festivals.
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Title | Don't Delete Menu |
Agency | VML (formerly VMLY&R) |
Campaign | Don't Delete Menu |
Advertiser | Wendy's |
Brand | Wendy's |
Posted | August 2023 |
Business Sector | Subscribers Only |
Media Type | Case Study |
Length | |
Market | Subscribers Only |
Global Chief Creative Officer | M...el B...é Subscribers Only |
Executive Creative Director | C....io Gi.....lli Z..a Subscribers Only |
Group Creative Director | O....do .a Subscribers Only |
Creative Director | M....lo A....ún Subscribers Only |
Creative Director | Fe....co M....ni Subscribers Only |
Creative Director | A....to T...na Subscribers Only |
Copywriter | P...o R...i Subscribers Only |
Art Director | A....in D...to Subscribers Only |
Designer | A...id C...s Subscribers Only |
Art Director | M...el B...co Subscribers Only |
Motion & Content Designer | L...s P....ta Subscribers Only |
Chief Executive Officer (CEO) | K...na A...lo Subscribers Only |
Group Account Director | Ge....na Roc.......ata Subscribers Only |
Account Director | R...na M...el Subscribers Only |
Account Executive | Jo....na D...f Subscribers Only |
Motion & Content Designer | D...el B...ta Subscribers Only |
Motion & Content Designer | Jo....an B....var Subscribers Only |
Global Creative Coordinator | D...d Co......sco Subscribers Only |
Global Creative Coordinator | P...ip N..h Subscribers Only |
Global Director of Creative Excellence | J...e A...ng Subscribers Only |
Global Chief Creative Officer | D...i Va....en Subscribers Only |