Leveraging the film marketing at the end of the year and aiming at building the marketing event brands, Ping An is the first in the industry to introduce the Fortune Festival, a financial carnival; and the “F-Mall” (Financial Mall).
Besides bringing yields and benefits to consumers, Ping An rolled out a wide variety of its Internet financial products on the Fortune Festival against the backdrop of emerging mobile Internet technologies, with the view of increasing customer stickiness and satisfying their need for health, food, housing, transportation, entertainment and financial investment. Ping An has always been basing the design, operation and innovation of its Internet business on customers’ need, in an effort to provide clients them with better wealth management, safer access, amusing social media interaction and tailored services. Through massive coverage at portals, precision marketing, soft sells and hard sells, integrating Ping An’s channels of official websites, WeChat and micro-blog and joining hands with social networking platforms and industry websites, the campaign of the Fortune Festival further expanded its influence and brought a successful financial carnival.
Profile of the Fortune Festival
In 2013, “Ping An Financial Carnival” was aimed at product sales rather than brand publicity in order to offer an Internet financial investment carnival.
In the summer of 2014, “Ping An Wealth Management Festival for Football Fans” celebrated the World Cup with football fans by launching an unprecedented promotional campaign through integrating 8 of its business lines.
At the end of 2014, driven by the need to satisfy financial consumers, the first F-Mall (Financial Mall) promotional event came into spotlight, and the Fortune Festival made its debut. It is the very first “money-earning” event in the market that covers insurance, banking and investment products. The campaign offered 18 flagship products, including 7 high-yield hot wealth management products
On August 18, 2015, the second Fortune Festival on the theme of “making you rich”, went live, with 40 financial products (including 12 hit products) being launched. To better carry out the Internet financial strategy engaging in real life scenarios of health, food, housing, transportation and entertainment, Ping An established partnership with Didi Taxi and Uber to introduce cross-marketing. The 14-day event saw a sales volume of RMB180.574bn.
Ping An YEAH
The Internet financial consumption is cost-effective, easy and entertaining. When it happened to encounter the “Christmas Eve” with numerous year-end promotional activities, Ping An carried out the “Ping An YEAH” financial marketing campaign by leveraging such movie resources as Kung Fu Panda 3 and Mr. Six, bringing forward the proposal of “happy life, happy wealth management”.
Women’s Wealth Day
Celebrated on March 8, 2015, the Women’s Wealth Day was the first massive online promotional campaign targeting the fairer sex. Following the Fortune Festival, it is the second Ping An financial carnival that offers a wide selection of insurance, banking and investment products.
Led by the Group and jointly launched by Ping An Life, Ping An Property & Casualty, Ping An Bank, Ping An Trust, Lufax and other subsidiaries, the campaign offered some 20 high-yield wealth management products and benefits for women based on real life scenarios of health, food, housing, transportation and entertainment. Through mining of massive datasets on “finance+ life” and utilization of “big data, mobile and cloud” technologies, Ping An made a more in-depth analysis of consumers’ behavior, better understood customers’ needs , enhanced “on-line+ off-line” services capabilities, and provided customers with precise and one-stop integrated finance products and services by revolving around the wealth, health and life management, with the sales volume reaching nearly RMB100bn as a whole on the 2015 Women’s Wealth Day.
With Ping An’s strength in online platforms and offline channels, the campaign of the “Women’s Wealth Day” provided customers, particularly female customers, with benefits and yields, as well as excellent customer experience of easy, convenient, safe and refreshing financial services.