7-Eleven goes beyond conventional marketing by saying no to app downloads

7-Eleven Hong Kong has gone beyond traditional marketing by discouraging Hongkongers from downloading its new app as part of its latest activation campaign. 

Instead of inspiring citizens to download the app, the campaign features a series of striking graffiti-style works painting an opposite message: "Don't download the app." 

Done in collaboration with local creative agency Noah, the campaign cleverly adopts reverse psychology to highlight the app's unique benefits. It's tongue-in-cheek messaging humorously plays around Cantonese slang, encouraging customers to rethink what they might be missing out on. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from 7-Eleven HK said Gen Z and younger audiences are the key target demographic of the campaign. "This group is known for being rebellious and resistant to conventional messaging—they don’t like being told what to do. That’s why we chose reverse psychology as our approach."

"The sarcastic, tongue-in-cheek tone resonates strongly with them. You can see this in the buzz the campaign has generated and the overwhelmingly positive reactions on social media," said the spokesperson.

The taglines include “living that Buddha-level slow life, savouring every minute in line? The 7-Eleven app might mess up your zen—better not download it”, “Got a thing for peeling and sticking paper stamps? Stick with that—don’t download the app”, “Enjoy squinting at every price tag? Cool, no need for the 7-Eleven app”. 

The brand has invited graffiti artists to amplify these bold messages with street graffiti as it thrives on drawing people to the streets, while 7-Eleven's 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 integrate into the environment, inviting discovery at every turn. 

"At 7-Eleven, we're always looking for innovative ways to connect with our customers,” said Gloria Shiu, head of marketing, 7-Eleven Hong Kong & Macau. “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. A check by MARKETING-INTERACTIVE saw on Instagram that a post by influencer jojo_wu has garnered over 31k likes, with many saying that the graffiti looks nice, while some speculated whether this is a marketing stunt by the brand. 

This campaign demonstrates that bold, unconventional approaches such as reverse psychology can resonate deeply with audiences, especially the youth, said the spokesperson. It challenges the traditional 'tell-and-sell' model by inviting consumers to engage with the message on their own terms.

"For marketers, it’s a reminder to understand your audience’s mindset—Gen Z values humor, irony, and authenticity over being told what to do. For advertisers, it highlights the importance of crafting campaigns that stand out, spark conversations, and blend creativity with cultural relevance."

The success of this campaign also showcases the potential of integrating art and storytelling into brand messaging to create a sense of discovery and connection, moving beyond mere promotion to offer an experience.

Rachel Wong, co-founder of Noah, said, "By embedding art into everyday 7-Eleven elements, we’ve transformed ordinary moments into opportunities for discovery. Collaborating with artists such as Plumber King ensures the visuals are 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.'" 

Don't miss: 7-Eleven launches new app with gamification and digital features

Recently, 7-Eleven launched an all-new mobile app, taking convenience to new heights with its user-friendly interface and comprehensive digital features. This app offers five powerful features in one platform including EasyCollect, FunStamps, ValuePacks, pre-order and gamification. 

Covering Hong Kong and Singapore, the app aims to bridge the gap between digital and physical retail, enhancing customer engagement, driving loyalty, and optimising operational efficiency, said a spokesperson from 7-Eleven in a conversation with MARKETING-INTERACTIVE previously. "The app serves as a strategic tool to future-proof 7-Eleven's business model in an increasingly digital-first consumer environment." 

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