Using the iPhone’s camera function, the free app allows users to add virtual fireworks displays, including a Rabbit shaped sparkler—complete with whizzing and booming sounds!—to any view that they choose. Personalized text greetings – in Chinese and/or English – can then be placed anywhere on the photo, in any color or size and in a variety of fonts.
The ‘embellished’ holiday photos can then be emailed to family and friends, be directly uploaded to users’ Weibo (China’s Twitter equivalent) accounts, be shared through their social networks or saved for future use.
Shenan Chuang, CEO of Ogilvy & Mather Greater China, said, “We created this app to combine two of the most popular activities of this festive season in China – the traditional custom of setting off colorful fireworks that dates back hundreds of years and the newest tradition of sending Chinese New Year greetings by text message. We hope many people will enjoy sharing this fun app with their family and friends in China and around the world.”
“We read that 18 billion Chinese New Year greeting text messages were sent out last year. So we thought this year we’d try to give people something far more innovative, engaging and fun to send to their friends and family for the holiday,” said Doug Schiff, ECD of OgilvyOne Beijing, who worked with Ogilvy Digital Lab Director, Sascha Engel, to develop the iPhone app.
Ogilvy China's "Fill the Sky" CNY Fireworks app is available now through the App Store and is compatible with iPhone and iPod touch (4th generation). Requires iOS 3.1.3 or later.