Product / ServiceIPHONE APP
CategoryA06. Best Use of Digital Media in a Promotional Campaign
Sales Promotion/Advertising Agency:OGILVY BEIJING, CHINA

The Brief

Ogilvy China wanted a way to spread some joy during the Chinese New Year holiday while bringing some positive attention to the agency. Every company, agency, client and vendor sends out an e-card. But very few stand out or are worth spending time with. So the challenge was to make something that people would remember and hopefully bring them some memorable holiday joy.

Describe how the promotion developed from concept to implementation

During CNY, two of the most popular customs in China are setting off colorful fireworks and sending text messages to colleagues, friends and family. So in order to give revelers a way to make their greetings more interesting this year, the "Fill the Sky" CNY Fireworks iPhone app was created. It allowed users to add Chinese fireworks to any scene. Then the user to snap a photo of that scene, then add a message in English or Chinese, and send the CNY message to anyone in your contact list. Releases were sent to all industry blogs and publications.

Describe the success of the promotion with both client and consumer including some quantifiable results

The app was downloaded by over 15,000. 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, the year of the Rabbit. The "Fill the Sky" app was a way for Ogilvy China to wish all users an innovative New Year, and at the same time have that warmth and innovative messaging reflect the company as well. In addition it was chosen as the FWA ‘mobile app of the day’ in mid-March of this year.

Explain why the method of promotion was most relevant to the product or service

The strategy of the app was to wrap the Chinese New Year message from Ogilvy with an underlying message about innovation, as well as joy and warmth. And this app was able to do so in a way that was practical, fun to use and reflected well on the agency.


Name Company Position
Doug Schiff Ogilvy Beijing Executive Creative Director
Sascha Engel Ogilvy Beijing Creative Director
Wang Fei Ogilvy Beijing Art Director
Doug Schiff Ogilvy Beijing Copywriter
Kevin Yeh Programmer
Sascha Engel Ogilvy Beijing Director of Technology
Rita Yang Ogilvy Beijing Agency Producer