On December 19, the award ceremony of the 6th Financial Industry Annual Brand Case Competition was successfully held at the Sheraton Beijing New Qinghai Hotel. The Great Wall Xia IP project won the "Brand Communication Case of the Year Award" - Creative Performance Direction (Banking and Insurance Institutions Category).
The China Finance Annual Brand Case Competition is sponsored by China Finance Magazine. This competition fully implements the spirit of the 20th National Congress of the Communist Party of China and practices cultural thoughts, which is another useful practice to follow the important exposition on "the transformation of Chinese products into Chinese brands". A total of more than 200 units participated, and 400 cases were selected and declared, covering the leading enterprises of various financial institutions such as banks, insurance, financial companies, financial infrastructure and Internet finance.
As a state-owned company, in order to explore the transformation and development of the industry, Great Wall Life Insurance has tried to introduce the culture and spirit of China's famous historical and cultural heritage "Great Wall" into the company's business system with the courage to take the lead and try first, and create a product IP image of Great Wall Hero, which is an innovation to integrate social value into the depth of commercial connotation. In practice, the Great Wall Xia IP empowers both the "physical Great Wall" and the "company Great Wall", escorts the Great Wall scenic spots and tourists with insurance functions, and helps the implementation of the construction strategy of the Great Wall National Cultural Park with IP copyright sharing. As a representative of insurance IP in the new era, the mission of Great Wall Xia is to promote the family risk protection system, and provide comprehensive protection for the health, accidental disability, death, pension, wealth preservation and appreciation, and wealth security issues faced by each family with different products and services, so as to protect the better life of thousands of families.
In 2023, the "Great Wall Hero" social media matrix will comprehensively use various media forms such as ** and live broadcast to spread the concept of family risk protection in an easy-to-understand way, leading consumers to scientifically allocate insurance based on family risk, with a total dissemination of more than one million people, among them, the "Family Twelve Hours" micro-film shows the joy and distress of an ordinary family in a day in a warm and delicate way, and the number of ** exceeded 100,000. The new normalized live broadcast column "Heroes Say Horn Road" has planned dozens of live broadcast activities of celebrities, bringing professional knowledge and solutions to customer families in the fields of family asset allocation, family wealth inheritance, and smart pension.
Based on the historical heroes of the Great Wall Pass, Great Wall Life has developed an original Great Wall Hero IP series of scripted game activities, restoring historical knowledge and scenes such as Qi Jiguang's founding of the Mandarin Duck Formation, reverse cutting of military passwords, and Yang Ye's fight against 100,000 enemy troops at Yanmen Pass to the game, bringing customers an immersive cultural experience. At present, more than 800 offline scripted game activities have been held across the country, and nearly 10,000 customer families have participated. Inspired by the Great Wall, the "Great Wall Melody" and the "Beautiful Mountains and Seas" series of Great Wall Xia IP cultural and creative products not only inject the cultural connotation of the Great Wall into the cultural and creative products, but also create a leisure and entertainment scene for customers' families. The pattern on the picnic mat series of beautiful mountains and seas, from Shanhaiguan in the east to Jiayuguan in the west, is designed as a game map of the Great Wall Pass, and parents can accompany their children to rest and play while traveling on the map when camping outdoors.
As an insurance company with a state-owned background, Great Wall Life has been operating steadily and innovating, giving cultural connotations to its corporate brand and products. The Great Wall Xia IP allows the Great Wall culture to be widely used and disseminated in the business practice of Great Wall Life, and carries out cultural empathy with the majority of consumers, which conforms to the current trend of growing cultural self-confidence of the public, especially the younger generation. Since its creation in 2021, the Great Wall Xia IP has generated remarkable commercial and social value, and has been verified by the market that the power of culture is great and infinite.