Using the iPhone's camera function, the free app allows users to add virtual fireworks displays, including a Rabbit shaped sparkler, to any view that they choose. Personalized text greetings in Chinese or English can be placed on the photo, in any color or size and in a variety of fonts. The "Fill the Sky" fireworks app can be downloaded here in iTunes.
The embellished holiday photos can be shared by e-mail and popular social network sites, directly uploaded to user accounts on Sina Weibo, a Chinese microblogging site similar to Twitter launched by the Chinese portal giant Sina Corp., or saved for future use.
Ogilvy & Mather created the app to combine two of the most popular activities of this festive season in China, the traditional custom of setting off colorful fireworks that dates back hundreds of years "and the newest tradition of sending Chinese New Year greetings by text message," said Shenan Chuang, CEO, Greater China in Beijing.
About 18 billion Chinese New Year greeting text messages were sent last year, "so we thought this year we'd try to give people something far more innovative, engaging and fun to send to their loved ones for the holiday," said Doug Schiff, OgilvyOne's exec creative director in Beijing, who worked with Ogilvy Digital Lab Director Sascha Engel to develop the iPhone app.
"The role of television keeps evolving and young adults spend a lot time on other available screens. When we [examined the local market, however], there's no differentiation from one brand to another and advertising concepts in 2010 looked the same as those in 2005," said Jeff Ma, managing director of TBWA, Shanghai.
TBWA, Shanghai has also appointed Michael Donohue as group account director in Shanghai to focus on its Adidas business in China. Mr. Donohue spent the past eight years in sports marketing positions at companies like Fox Sports, Major League Baseball and Nestle. Most recently, he was senior director at GMR Marketing, overseeing integrated marketing programs with Visa's premier partners such as the National Football League, the International Olympic Committee, and the International Paralympic Committee to build the Visa brand.
The agency has also hired Tan Yan Chay in Shanghai as group creative director, overseeing creative for brands like Skittles, Pfizer, Visa and Standard Chartered Bank. Mr. Tan has worked in China for almost four years, in both Beijing and Shanghai, at Ogilvy & Mather and DDB Group.
The award recognizes men and women who have made an outstanding contribution to China in the fields of economic development, progress, and development of Chinese society and who have demonstrated a sense of mission and responsibility to the country. Ms. Ng relocated to Shanghai five years ago from BBH, Singapore, as a founder member of the agency's office in China. The prize given to Ms. Ng, a Singaporean, is the first for an ad agency executive as well as the first for a non-native of mainland China.
"As the digitalization and two-way conversion of cable networks rapidly expands across China, video-on-demand services have huge growth potential," said Wang Quan, CHC's general manager.
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