Results and Effectiveness

The response was fantastic as it was downloaded and used throughout China and even other Chinese populated areas which the agency didn't target, such as Singapore and Hong Kong. It received an incredible amount of press including the Wall Street Journal, NBC, Reuters, LA Business, and appearing on many 'top app' or 'top CNY app' lists for 2011, year of the Rabbit. The 'Fill the Sky' app was a way for Ogilvy China to wish all users an innovative New Year.

Creative Execution

To give revelers a way to make their greetings more interesting this year, Ogilvy created the 'Fill the Sky' CNY Fireworks iPhone app. Opening the app launched the camera function, so users can add any a variety of fireworks to any scene they aimed their phone's camera—even a bunny-shaped firework, as the coming year is the Year of the Rabbit. Then after snapping a photo, a greeting in English or Chinese could be added, with options for size, color or font. The greeting could be placed anywhere on the screen, and then emailed or sent uploaded to Weibo (China's Twitter). The app appeared on all Apple global app stores as Chinese live absolutely across the globe.

Insights, Strategy and the Idea

Chinese New Year, or CNY, is the biggest, most festive holiday of the year for Chinese. Ogilvy China wanted to send out a greeting that would support their leadership position while expressing innovation or creativity.