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 promotional campaign.
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, Beijing Dentsu took over every cooking oil sounds in china and made them part of the 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.
CCO: Kazuki Tsuburaku
ECD: KC Aui
CD: Hoshino Manabu
Copywriters: Andrew Shee, Cataline Wang, Meng Qian, Xiao Qi
Art Directors: Loo Swee Mei, Eric Pang, Hide Cao, Cindy Bao
Strategic Planning Director: Kenjiro Sese
Project Director: Rony Chan
PR Company: Vector Inc
Digital Production Company: Surto
Film Production: DNA China
Director: Taiki Soma
EPs: Taiki Soma, Chow Xin Yi
Editor: Eric Pang
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