Ogilvy Promo, Case study FILL THE SKY by Ogilvy & Mather Beijing

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Industry Software & Multimedia Productions, SaaS, Mobile applications
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Beijing
Creative Director Sascha Engel
Art Director Wang Yi Fei
Copywriter Doug Schiff
Released January 2011


One Show 2011
One Show Interactive Mobile Applications/Sites / Self-Promotion Merit

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: OGILVY
Product/Service: IPHONE APP
Date of First Appearance: Jan 15 2011
Entry URL: http://www.our-work.org/ogilvy/sky
Execuive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Sascha Engel (Ogilvy Beijing)
Associate Creative Director: Wang Fei (Ogilvy Beijing)
Copywriter: Doug Schiff (Ogilvy Beijing)
Art Director: Wang Fei (Ogilvy Beijing)
Programmer: Kevin Yeh
Director of Technology: Sascha Engel (Ogilvy Beijing)
Agency Producer: Rita Yang (Ogilvy Beijing)
Media placement: IPhone App - IPhone App - Jan, 2011
Insights, Strategy & the Idea
Chinese New Year, or CNY, is the biggest, most festive holiday of the year for Chinese. The agency wanted to send out a greeting that would support their leadership position while expressing innovation or creativity.
Creative Execution
To give revellers a way to make their greetings more interesting this year, the agency 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, colour 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.
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 the agency to wish all users an innovative New Year.