ADC Awards
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Learn more about ADC105
Category
Online / Mobile Websites / E-Commerce Site
Annual ID
ADC103_INT011S
About the Work
In Argentina, Wendy’s restaurant presence was already very low compared to other major fast-food chains, but now, the competition for “real estate” was also on consumers mobile phones.
According to the latest Statista Research, Argentina ranks #1 globally on App deletion with a 51,4% drop rate. This means 1 out of 2 apps downloaded eventually gets deleted after 30 days, mainly because of people clearing space on their phones.
With food apps being the first ones to get rid off, this represented a big problem for Wendy’s. Without the marketing budgets to retain app consumers, we needed a solution that could stop people from deleting the app.
We customized the Wendy’s App shortcut menu with unexpected offers that surprised people and made them think twice before deleting us.
Intercepting the journey anyone trying to delete an app would take:
Tapping and holding the app icon (through Haptic or 3D Touch).
Every week offers were updated, which not only helped Wendy’s retain existing customers but also kept them coming back to discover more, thus increasing app usage.
A simple brand experience that became a Customer Acquisition & Retention milestone, as the gap between app downloads and app deletion was the biggest in the history of Wendy’s in Argentina.
During the activation:
• App Usage increased by 138% (a record high).
• The App drop rate decreased 14% (a record low).
• Downloads increased by 36%.
• Sales increased by 12%.
• It is important to highlight that we are talking to hungry Gen Z Gen Y, that are always looking to maximize opportunities.
• With less money and less smartphone space, they are fans of deleting apps.
• The Argentinian young consumer is always on the hunt for good offers and discounts, while always ready to enjoy a good combo of their favorite food.
According to the latest Statista Research, Argentina ranks #1 globally on App deletion with a 51,4% drop rate. This means 1 out of 2 apps downloaded eventually gets deleted after 30 days, mainly because of people clearing space on their phones.
With food apps being the first ones to get rid off, this represented a big problem for Wendy’s. Without the marketing budgets to retain app consumers, we needed a solution that could stop people from deleting the app.
We customized the Wendy’s App shortcut menu with unexpected offers that surprised people and made them think twice before deleting us.
Intercepting the journey anyone trying to delete an app would take:
Tapping and holding the app icon (through Haptic or 3D Touch).
Every week offers were updated, which not only helped Wendy’s retain existing customers but also kept them coming back to discover more, thus increasing app usage.
A simple brand experience that became a Customer Acquisition & Retention milestone, as the gap between app downloads and app deletion was the biggest in the history of Wendy’s in Argentina.
During the activation:
• App Usage increased by 138% (a record high).
• The App drop rate decreased 14% (a record low).
• Downloads increased by 36%.
• Sales increased by 12%.
• It is important to highlight that we are talking to hungry Gen Z Gen Y, that are always looking to maximize opportunities.
• With less money and less smartphone space, they are fans of deleting apps.
• The Argentinian young consumer is always on the hunt for good offers and discounts, while always ready to enjoy a good combo of their favorite food.
2024 Awards
Total Points: 21
Silver Cube
Credits
Agency
VML Argentina / Buenos Aires
VML / New York
Art Director
Agustin Donato
Manuel Blanco
Copywriter
Pablo Rossi
Creative Director
Alberto Triana
Federico Mariani
Marcelo Almejún
Designer
Astrid Copes
Executive Creative Director
Claudio Giovanelli Zaia
Global Chief Creative Officer
Debbi Vandeven
Manuel Borde
Group Creative Director
Oswaldo Sa
Motion Designer
Dariel Bogota
Jonhatan Bolivar
Lucas Pimenta
Account Director
Romina Miguel
Account Executive
Josefina Dakoff
Chief Executive Officer
Karina Aiello
Global Creative Coordinator
David Cofranseco
Philip Nash
Global Director of Creative Excellence
Jamie Anning
Group Account Manager
Georgina Roccatagliata
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