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.
Looks like they can’t even pull off top honours in this lacklustre genre of work, let alone wresting global laurels. StarHub trails SingTel with a quarter of the buzz hor.
ReplyA sad indictment of Singaporean psyche
ReplyTrue. This survey is so reflective of the “Unhappy” rankings in global polls.
But instead of accepting those findings and thinking about ways to alleviate the unhappiness, they got combative and produced some even weirder trash for (ironically) StarHub again.
When are we going to see some exciting, world class Superbowl kind of work from you?
ReplyLack of originality – even within the same brand’s creative stable haha.
They have been churning out this dreary melodramatic StarHub cock for years.
Same old fucking formula that relies heavily on cinematography and music, with Delhiciously lazy script.
ReplyDelhicious, hahaha – the eternal creative fuck fest chugs on.
ReplyHave your say