Building the feel-good factor for your brand for customer mindshare

Many videos which go viral tug on the heart strings and celebrate family values, as these are universal. Here's a look at some tech brands which have made used the theme of the connection between a parent and child to create a video that is still remembered today.

Google takes the opportunity to show off its search technology when a daughter decides to help her father find a childhood friend.

While StarHub's Project Family Time campaign do not directly leverage on its product portfolio, StarHub has built a name for itself with a series of heartwarming campaigns. In Project Family Time, it granted wishes to various families, including hosting a Chinese new year banquet for a family of 29 with the parents as the guests of honour, and enabling the Azmi family, which has 13 members, to visit Universal Studios at Sentosa. 

SingTel created a video this Chinese new year in which a boy saves all the money he is given during Chinese new year to give his mother a surprise.

The family theme has also been used to great effect by two non-tech brands: British Airways, in which a mother in India is told her son's favourite food will be delivered to him personally, and by Malaysian organisation Padiberas Nasional (Bernas), where a son finally decides to go home for Chinese new year to see his mother.

In each case, the videos are all the more memorable as they emphasise the brand portfolio. British Airways flies the son to see his mother in the first case, and in the second, the rice motif runs right through the lives of mother and son - BERNAS is involved in the procurement and processing of padi and the importation, warehousing, distribution and marketing of rice in Malaysia. 

Telcos probably have it easiest in creating a family oriented video as their infrastructure is typically used in personal communications, but other brands can also consider how their products and services impact end-users and build storylines accordingly.