7-Eleven + Noah activation encourages customers to rethink what they might be missing

7-Eleven has partnered with creative agency, Noah, to create this activation to launch its app. In contrast to the convention to encourage app downloads, a series of striking graffiti-style works paint an opposite message: “Don’t Download the App.”

The campaign cleverly adopts reverse psychology to highlight the app’s unique benefits. Its tongue-in-cheek messaging humorously plays around Cantonese slang, encouraging customers to rethink what they might be missing out on.

Noah teamed up with graffiti artists to “bomb” these bold messages. Why graffiti? It’s for the contrast—graffiti thrives on drawing people to the streets, while our app is all about staying home for ultimate convenience. That juxtaposition adds an extra layer of edge to the launch.

Celebrated artists, including Hong Kong’s Plumber King, Bunny, Spy, and Yu Wan, contributed graffiti art placed in unexpected spots. From price tags and coffee cups to an iconic wall at selected 7-Eleven locations, the artworks seamlessly integrate into the environment, inviting discovery at every turn.

“At 7-Eleven, we’re always looking for innovative ways to connect with our customers,” Gloria Shiu, Head of Marketing, 7-Eleven Hong Kong & Macau, discussed the campaign’s success. “We are determined to break away from conventional marketing and engage audiences with wit and creativity. By telling people not to download the app, the campaign aims to inspire them to explore its features and experience the convenience for themselves.”

The offline activation’s daring approach has 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.

Rachel Wong, Co-Founder of Noah, the agency behind the campaign, said: “By embedding art into everyday 7-Eleven elements, we’ve transformed ordinary moments into opportunities for discovery. Collaborating with artists like Plumber King ensures the visuals to be as bold and thought-provoking as the campaign’s message.”

Asawin Bear Phanichwatana, Creative Partner of Noah, added: “This disruptive campaign has already proven that sometimes, the best way to say ‘yes’ is to start with ‘no.'”

For more information, visit https://www.7-eleven.com.hk/