Ogilvy & Mather launches Chinese New Year app

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. Personalised text greetings can then be placed anywhere on the photo, in any color or size and in a variety of fonts.

The embellished holiday photos can then be emailed to family and friends, be directly uploaded to users' Sina Weibo accounts, be shared through their social networks or saved for future use.

"We read that 18 billion Chinese New Year greeting text messages were sent out 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, ECD of OgilvyOne Beijing, who worked with Ogilvy Digital Lab director, Sascha Engel, to develop the iPhone app.

Ogilvy China's 'Fill the Sky' CNY Fireworks app is available now through the Apple's App Store.