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Campaign Spotlight: Singtel brings firecrackers back to Singapore for the Lunar New Year

SINGAPORE – Fireworks and firecrackers were a valuable part of the Lunar New Year celebration until the government started regulating its use in 1968 due to problems of fire. On August 1, 1972, a total ban was implemented in Singapore after the Dangerous Fireworks Act was enacted.

This year, Singtel wants to bring back this tradition but without compromising public safety. To do this, they worked with Ogilvy & Mather to create a one-of-a-kind mobile-enabled site that simulates firecrackers.


“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 site that is accessible for free on Chrome and Safari browsers and both Android and iOS smartphones, Singaporeans old and young can revive the age old tradition though only digitally.

“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,” commented Chris Riley, Chairman, Ogilvy & Mather Group Singapore. “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.”

Apart from this treat, Singtel users also have a chance to win a cash ang bao ranging from S$88-$888 until February 22.

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