Little known fact—China is the world’s largest consumer of cooking oil. The sizzle of frying oil is a familiar sound across China. So much so, e-commerce platform, Pinduoduo, is tapping into this national sonic identity with a sound activated app, Oil Hijack. Created by Dentsu, this app raises brand awareness and boosts the online sales of cooking oil.
Leveraging sound recognition technology, Pinduoduo’s campaign attracts users while building brand associations with something its target audience sees and hears every day…and with some real success. According to the case study video, the campaign resulted in ‘more than 5,000 oil hijacks within two hours’ and generated over 6 million online conversations.