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Singtel and Ogilvy revive Lunar New Year firecracker tradition in Singapore

5 February, 2016

Singtel Firecracker

SINGAPORE — Singtel is livening up this Lunar Year New holiday by bringing back the fun of firecrackers – digitally – to Singaporean families. Together with Ogilvy & Mather (O&M), Singtel has created a one-of-a-kind mobile-enabled site (, which simulates firecrackers, widely used in the past as an auspicious way to celebrate the festive season.

Once the highlight of Lunar New Year celebrations, firecrackers were banned alongside fireworks back in 1972 due to concerns over public safety. The Chinese believe that the tradition of lighting Chinese firecrackers drives away evil spirits and helps usher in prosperity.

“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.

Through the Singtel site anyone can access the digital firecracker for free, on their Chrome or Safari browsers on both Android and iOS smartphones.

Chris Riley, Chairman, Ogilvy & Mather Group Singapore, said, “In the digital age, when most Singaporeans have a smartphone, we wanted to use mobile technology to re-create the firecracker experience virtually but in the most vivid way possible. This highly interactive experience will bring family members and friends together as they line up their phones to create a long chain of firecrackers – the longer the better – to usher in prosperity.”

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.

Start your own firecracker chain now at!

Project title: Singtel Firecracker
Client: Singtel Telecommunications
Creative Agency: Ogilvy & Mather Singapore
Executive Creative Director: Melvyn Lim
Account Management: Hew Lee Yee, Kaylie Ong
Art Directors: Loo Yong Ping
Copywriters: Roger Yong
Agency Producers: Lok Dan Li, Justin Png
Production House: Freeflow Productions, wewearglasses
Director: Peggy Goh
Exposure: Free-to-air TVC, Online Banners Facebook, Amobee and Millenial, Retail Print ads

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for four consecutive years, 2012, 2013, 2014 and 2015; and the EFFIEs World's Most Effective Agency Network for two consecutive years 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow Ogilvy on Twitter at @Ogilvy and on

Press Contact
Sarah Guldin
Ogilvy & Mather Singapore
+65 6213-6961

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