Singtel is Singapore’s largest telecommunications company. With more than 130 years of operating experience, the brand has played a pivotal role in the country’s development as a major communications hub. To emphasise their commitment to the people of Singapore, the brand repositioned itself, in 2014, as a company that sought to make ‘everyday better’ for Singaporeans through their suite of products, services and communications.

So when Lunar New Year – one of Singapore’s major occasions – approached in early 2016, Singtel wanted an innovative idea that would improve people’s experience during the celebrations and build upon the brand’s promise of making their ‘everyday better’.

The Singtel Firecracker web app was published in late January 2016, weeks before the first day of Lunar New Year and was live for the entire two-week duration of the celebrations. It was made globally accessible because a large percentage of Singaporeans work or study abroad and we wanted them to be part of the celebrations too. A promotional film was aired on national television and, online as well as in-store to create awareness and hype.