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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| Titulo | Don't Delete Menu |
| Agência | VML (formerly VMLY&R) |
| Campanha | Don't Delete Menu |
| Anunciante | Wendy's |
| Marca | Wendy's |
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| Posted | Agosto 2023 |
| Sector Empresarial | Somente assinantes |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Mercado | Somente assinantes |
| Global Chief Creative Officer | M...el B...é Somente assinantes |
| Director executivo criativo | C....io Gi.....lli Z..a Somente assinantes |
| Group Creative Director | O....do .a Somente assinantes |
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| Director criativo | Fe....co M....ni Somente assinantes |
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| Redator | P...o R...i Somente assinantes |
| Director de arte | A....in D...to Somente assinantes |
| Designer | A...id C...s Somente assinantes |
| Director de arte | M...el B...co Somente assinantes |
| Motion & Content Designer | L...s P....ta Somente assinantes |
| Chief Executive Officer (CEO) | K...na A...lo Somente assinantes |
| Group Account Director | Ge....na Roc.......ata Somente assinantes |
| Director de contas | R...na M...el Somente assinantes |
| Executivo de contas | Jo....na D...f Somente assinantes |
| Motion & Content Designer | D...el B...ta Somente assinantes |
| Motion & Content Designer | Jo....an B....var Somente assinantes |
| Global Creative Coordinator | D...d Co......sco Somente assinantes |
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