When 1 out of 2 apps, on average, is deleted in Argentina, Wendy's is stepping up to encourage users to keep the app. Hidden in the app's shortcut menu, users will find a secret 'don't delete' menu with special offers to encourage them to stay.
Don't Delete Menu
Unexpected offers made people think twice before deleting us
Client
- Wendy's
Office
- Argentina
- United States
We realized there was a window to hack users' logic. To prevent them from uninstalling the app, we created an irresistible offer in a secret menu located in the same place where people usually delete the app.
Karina Aiello
General Manager - VML Argentina
Argentina ranks #1 globally on app deletion with a 51.4% rate. This means 1 out of 2 apps downloaded eventually gets deleted after 30 days. With food apps being the favorite category to delete, our Wendy's app was at risk. We needed a solution to stop them from leaving us and the answer was in the app itself.
Interrupt the deleting process by customizing the app’s shortcut menu.
Every time users tried to delete us using haptic touch, they found unexpected offers for them to stay – frequently updated to keep fans engaged.
A remarkable 36% surge in downloads, setting a historic record as the widest gap ever recorded between downloads and deletions – a testament to the app's irresistible appeal and enduring popularity.
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Awards
2024 Cannes Lions
Direct — Breakthrough on a Budget
Silver Lion
2024 Cannes Lions
Media — Breakthrough on a Budget
Silver Lion
D&AD Awards
2024
3 Graphite Pencils
The One Show
2024
3 Gold, 3 Silver, 3 Bronze
ADC Awards
2024
1 Silver
The Clio Awards
2024
1 Gold, 3 Bronze
The ANDY Awards
2024
Idea Category
New York Festivals
2023
2 Gold, 1 Silver, 1 Bronze
El Ojo de Iberoamérica
2023
3 Silver, 6 Bronze
2023 London International Awards
Digital - Mobile Advertising
Bronze
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