Together with Ogilvy & Mather (O&M), Singtel has created a one-of-a-kind mobile-enabled site (http://singtelfirecracker.com), which simulates firecrackers, widely used in the past as an auspicious way to celebrate the Lunar New Year in Singapore.
The Chinese believe that the tradition of lighting Chinese firecrackers drives away evil spirits and helps usher in
prosperity, but they are banned in Singapore alongside fireworks since 1972 due to concerns over public safety.
Now O&M and its client, Singtel revive this tradition thanks to to digital technology.
Through the Singtel site anyone can access the digital firecracker for free, on their Chrome or Safari browsers on both Android and iOS smartphones.
The game is social, becase to create and then enjoy the firecracker users need the help of their friends.
Creating a Lunar Year firework takes four steps.
First, Visit singtelfirecracker.com on your mobile device and click ‘Start’ to start a group. Second, ask friends to join on singtelfirecracker.com and take a photo of the QR code. Third Line up the devices in the order shown on the screen, with the first device at the bottom and click ‘OK’ on each screen. And four, Once all the devices are lined up, the person who started the firecracker can swipe across the screen to ignite it.
For users in Singapore, they also stand a chance to win a cash ang bao ranging from S$88-$888 from now until 22 February 2016. The mobile site is also being promoted through Singtel’s festive CNY TVC, print ad, social and digital banners.
“We’re excited to bring this tradition back to Singaporeans. Thanks to technology, our elders get to re-experience the fun of firecrackers while the younger ones get their first taste of this tradition. Anyone with a smartphone can join in the party!” said Ms Diana Chen, VP of Mobile Marketing, Consumer Singapore, Singtel.
“We’re excited to bring this tradition back to Singaporeans. Thanks to technology, our elders get to re-experience the fun of firecrackers while the younger ones get their first taste of this tradition. Anyone with a smartphone can join in the party!” said Ms Diana Chen, VP of Mobile Marketing, Consumer Singapore, Singtel.
Image over the headline.- Caption of the video Lunar New Year 2016: Singtel Firecracker. © O&M and Singtel.
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