Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
Singtel kicks off CNY celebrations with rival families Angs and Huangs

Singtel kicks off CNY celebrations with rival families Angs and Huangs

share on


With Chinese New Year right around the corner, our newsroom is getting ready to receive an influx of news around the happy occasion.

Starting way ahead of the crowd this year is Singtel which has released its Chinese New Year festive film titled “Don’t Worry, Be Hoppy!”, alluding to the rabbit year and how quick-footed technology helps bond people and enriches their digital lifestyles – from content streaming to e-gaming. The film also highlights Singtel’s commitment to providing prompt, quality service to customers which serves as a key differentiator of its services.

The fourth instalment in Singtel’s CNY series features rival families, the Angs and Huangs, and the five-minute film sustains the same sitcom-style comedy of the past years, starting with both families discovering that they have become neighbours. As one of the earlier residents, the Angs visit the Huangs, and it takes no time for the mothers to start getting competitive over the size of their television sets, before getting excited over the launch of a new K-Drama series streaming that day.

The story takes a turn when the internet connection appears to go down and televisions in both homes go blank. Frantic, the families call their respective service providers for help. They soon experience a stark contrast in customer service from the different providers.


Anna Yip, chief executive officer, consumer Singapore, Singtel, said, “Customer service lies at the heart of the Singtel customer experience and this film underscores our commitment to providing personalised, empathetic and accessible service to our customers. While the pandemic saw many consumers turn to digital channels for convenience, we know that our customers still value in-person onsite services when necessary and speedy resolutions to their issues and we are constantly striving to deliver to those expectations. We intend to keep investing in our people and processes to deliver a service quality that sets us apart from the competition.”

According to a recent report by the Infocomm Media Development Authority on how telecom service providers handle consumer feedback one per 10,000 subscribers for the months of August and September 2022, Singtel had just 0.25 and 0.14 complaints about broadband services and a very low 0.01 and 0.03 complaints for mobile services in August and September respectively, Singtel was also the quickest to respond to calls on its hotline and live chats among the service providers – with customers waiting an average of only 0.77 minutes in August and 0.33 minutes in September.

Lian Pek, vice president for group strategic communications and brand, Singtel, said, “In today’s hyper connected world, technology plays a critical role in connecting people and supporting their digital-first lifestyles. But as played out in our latest festive film, sometimes things don’t go as planned and that’s where a committed service provider makes all the difference. Customers either rave about great service or complain about bad. So, customer service has literally become marketing. Our brand promise is built on the delivery of quality customer service and this is certainly one of Singtel’s biggest competitive advantages.”

Singtel’s festive film is accompanied by a real world look at how Singtel staff have supported customers over the years. Among those featured in a separate short video is Tan Lam Liong, who has been with Singtel for 45 years and heads a team that tests all home devices, such as routers and set-top boxes before they are installed in customers’ homes. He also helps with any follow-up issues they may face.

This behind-the-scenes look at Singtel’s customer care team will be released on Singtel’s LinkedIn page on 16 January.

Related articles:

Singtel's Gomo drops original beat with Benjamin Kheng
Singtel ups investment in start-ups with additional US$100m fund

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window