Singtel’s weepy ad tops the Chinese New Year social media rankings

As the Chinese New Year holiday approaches, Singtel’s heart-tugging ad showing elderly loneliness has emerged top of the social media rankings for Singaporean campaigns.

The ad entitled ‘Mr Lim’s Reunion Dinner’ was one of three major brand campaigns released by large Singaporean brands to hail in the Year of the Dog, with the others being StarHub and Tiger Beer.

However, according to data from measurement companies Meltwater and Socialbakers, Singtel’s effort blew its competition out of the water in terms of social buzz and reach.

Meltwater data showed that Singtel’s story of an old father preparing for a CNY spent alone generated more than 60 per cent of online ‘talk’ around the festive campaigns. The ad has so far been viewed more than 8.5 million times on Facebook.

StarHub’s ‘‘Family is the greatest prosperity’ followed behind with a quarter of the buzz, plus one million views for its Facebook video.

Meanwhile, Tiger came in third place with 13 per cent of the share for its ‘Reunion’ campaign.

In addition, according to Socialbakers, Singtel led the CNY pack with a total of 178,663 interactions from social media users, while StarHub trailed behind with 9,270 and Tiger Beer gained only 2,762.

All three performed better than Coca-Cola’s ‘buy to win’ CNY campaign, in which three people stood a chance of winning a coke can made from real gold.

According to Meltwater, the beverage giant’s ‘conventional’ efforts only saw them gain three per cent of attention out of the CNY campaigns.

A spokesman for Meltwater claimed the family-centric themes in the three brand campaigns ‘”resonated” with internet users, adding that the “campaigns’ [mentions] came from a good mix of thankful and reflective (melancholic) dispositions”.

However, some, such as former-McCann boss Dave McCaughan, have pointed out the over-riding similarities between the three campaigns and their lack of originality.


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