“Don’t download the app”: 7-Eleven HK

We can’t be more excited about the bold approach 7-Eleven HK has enabled us to take for the launch of their groundbreaking app.

In contrast to the convention to encourage app downloads, we engaged celebrated artists to create a series of striking graffiti-style works paint an opposite message: "Don't Download the App."

Together with Plumber King, Bunny, Spy, and Yu Wan, graffiti art has been playfully integrated into the store environment to invite thoughtful discovery.

The offline activation’s daring approach has quickly sparked curiosity and conversations online, stirring hot buzz about the app’s benefits. The 7-Eleven app is now ranked #3 in the free apps category and #1 in shopping apps on the App Store, as well as #5 in free apps and #2 in shopping apps on Google Play. 

This disruptive campaign has proven the reverse psychology that sometimes, the best way to say 'yes' is to start with 'no.'