Pinduoduo: Oil Hijack

Pinduoduo is an e-commerce platform that offers a wide range of products from home appliances to daily groceries. They wanted to drive online traffic and increase sales of cooking oil with a promotion campaign.
Agency: Beijing Dentsu Advertising Co.,Ltd

China is the world’s largest user of cooking oil. You’ll see and hear it being used everywhere - on the streets, tv commercials, online shows and even livestreams. So instead of a traditional online marketing plan, we took over every cooking oil sounds in china and made them part of our promotion with Oil Hijack, an app that allows people to detect cooking oil sounds in real time and rewards them with discount coupons to be used on Pinduoduo's e-commerce platform. The Oil Hijack app alerts you with a discount coupon when it hears cooking oil sounds, and directs you to Pinduoduo’s platform to purchase any cooking oil product with a discount.