Singtel win the war of the ads this Chinese New Year

Written by: Poppy Skinner Created: 14 February 2018

Singtel have clearly found that pulling on the heart strings is the way to win Chinese New Year ratings this year.

The race for the top performing adverts over Chinese New Year has been won this year by Singtel, according to data measurement maestros, Meltwater and Socialbakers who judged the slew of ads based on social buzz and reach. 

This year, Singtel called their ad 'Mr Lim's Reunion Dinner' and featured an elderly man alone at Chinese New Year, waiting for family that never arrive. The messaging and direction of the ad clearly resonated with its intended audience as it garnered over 178,000 social media interactions, where the nearest competitor, StarHub, only managed just over 9,000. Singtel's ad has, to date, been viewed a whopping 8.5 million times on Facebook alone. Tiger Beer came in third with just over 2,700 interactions. 

Interestingly, all three ads feature a family theme for Chinese New Year, centering on the role of family over this festive period. 

A spokesman for Meltwater said that the family-centric themes in the three brand campaigns resonated with internet users, adding that all three campaigns came from a good mix of thankful and reflective dispositions.

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Written by: Poppy Skinner

Poppy covers a wide range of topics at Billionaire, having spent the past 13 years at companies including Singapore Tatler, Her World Plus and Harpers Bazaar UK. She has a passion for fashion, jewellery and travel as well as an avaricious fascination with crime novels. Follow her at poppypskinner on Instagram.