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 |
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