Every Year Singtel Briefed the Chinese New Year Campaign. This year, was Different.
Firecrackers have been illegal in Singapore since 1972. We used Singtel’s network, and a little ingenuity, to bring them back.
The Problem
For billions of Chinese around the world, Lunar New Year without firecrackers is just like Christmas without Christmas trees. So when the Singapore government called for a total ban on firecrackers in March 1972, Lunar New Year has never been quite the same.
The Idea
To demonstrate the power of Singtel’s Network during CNY, we launched Singtel Firecrackers. A mobile site that worked by linking multiple phones together to create a chain of firecrackers. The first lights the chain, and they pop all the way to the end - with a special price redeemable by all revealed upon the completion of the fireworks.
The campaign was a massive success and was rewarded with Best Use of Mobile at the Hall of Fame Awards in 2016.
Note: While I worked on the ideation and selling of this idea, I was not hands on in the production/development of the tech due to the mass amount of ongoing Singtel projects, and the need to divide and conquer.
The campaign execution was masterfully driven by Yong Ping Loo.
