Singapore, 14 February 2018 – Nearly a month into its Chinese New Year campaign, Singtel’s short film “Mr Lim’s Reunion Dinner” has gone viral, crossing 8.8 million views on Facebook since its release on 19 January. The film’s message, “Family Matters. Stay connected to home”, resonated deeply with netizens and according to advertising trade media Mumbrella, topped the Chinese New Year social media rankings.
The film’s engagement levels were strikingly high. According to data from social media firm Socialbakers, not only has the video been watched in record numbers, it has also generated a total of more than 218,000 interactions. The video has also dominated social media buzz with 59% of online conversations about Chinese New Year campaigns revolving around the film, according to media intelligence company Meltwater. In addition, the video was ranked Top Five worldwide, according to creative industry network AdForum’s “Best Ads of the Week: 22 January.”
“We are heartened by the response to our campaign and how its struck a genuine chord with viewers in Singapore and beyond,” says Ms Lian Pek, Singtel’s Vice President for Group Strategic Communications and Brand. “As a company devoted to connectivity, we’ve never lost sight of the deeper meaning of the word. Life has changed for the better, thanks to technology, but staying connected to family and home, these are values and fundamentals that will never change.”
“Mr Lim’s Reunion Dinner” focuses on widower Mr Lim, played by veteran actor Lim Kay Tong, as he busies himself with preparations for the all-important reunion dinner held every eve of Chinese New Year, while eagerly awaiting his children’s homecoming. As the day draws near, his son and daughter who both live and work overseas, tell him separately that they will not be coming home after all. Both mistakenly assume that the other sibling will be around to celebrate the occasion with him. Despite feeling deeply disappointed, Mr Lim does not let on that he will be all alone this Chinese New Year. Nor does he let up on tradition. Instead, he faithfully continues preparing a feast of his family’s favourite dishes, stoically carrying on the tradition of reunion dinner in their absence. Fortunately, his children learn the truth and return home in time to sup with their lonely father.
Conceptualised and written in-house, Singtel worked with Akanga Films and award-winning filmmaker K. Rajagopal to produce the festive short film which is airing on Singtel TV and various social media channels until 2 March.