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StarHub plugs ‘family is the greatest prosperity’ in Chinese New Year campaign

Following on from Singtel’s emotional effort last week, rival telco StarHub has thrown its hat in the ring with the release of its annual Chinese New Year campaign.


In a similar vein to Singtel, the telco giant’s ad uses parental relationships as the central concept, employing the tagline: ‘Family is the greatest prosperity’.

Created by DDB and BLKJ,  the ad shows a mother’s sadness at seeing her son’s new house and her realisation that he has grown up.

Over dinner, the son reminisces about buying fish from the local market with his family as child as his mum noticeably appears pained.

Later, the son hands his mother a red packed wishing her a ‘Happy Lunar New Year’. Ending on a happy note, the ad then shows the mother opening the red packet to find a key to her son’s new house with the note: “Do come over anytime you want”.

Produced by Chuan Pictures, the ad has so far been viewed more than 200,000 times on Facebook.

Oliver Chong, vice president of StarHub’s brand experience, said:  “Family is one of the constants in our life, and through our latest video, we want to celebrate the joys of giving back to people who have been there for us all this while. Amid the Lunar New Year festivities and reunion meals, we hope everyone will have the opportunity to build stronger familial connections that will withstand the test of time.”

Singapore’s telcos are not the only brands to have laid on the family sentiment in their CNY campaigns.

Last week, another Singaporean brand Tiger Beer released its second campaign to reunite overseas Singaporean adults with their families back home.

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