A few days ago, the annual meeting of financial brands and the award ceremony of the 6th annual brand case competition of the financial industry were held in Beijing, sponsored by China Finance Magazine and undertaken by China Finance, Financial Expo and Financial Expo Fortune magazines. Trip.com Finance won the Brand Communication Case of the Year Award for its brand communication case of the "Join Hands to Fight Fraud" consumer rights protection campaign.
In recent years, telecommunications network fraud has occurred frequently, and the rights and interests of financial consumers have been infringed from time to time. In order to better safeguard the legitimate rights and interests of financial consumers, Ctrip Finance launched a series of brand communication activities to protect the rights and interests of consumers under the "Hand in Hand Against Fraud" campaign, and carried out anti-fraud publicity and education in an interesting, multi-dimensional and multi-form manner with the warm and approachable image of the brand IP "Cheng Xiaojin".
In the face of the younger group, Ctrip Finance chooses the image of the brand IP "Cheng Xiaojin" to convey the brand image of youth, fun, warmth and science and technology, and carries out anti-fraud science publicity to the public through this anthropomorphic image, narrowing the distance between users and enhancing interest and interaction.
In the "Join Hands to Fight Fraud" consumer rights protection activities, Ctrip Finance focused on key groups such as "the old and the young", new citizens, and carried out anti-fraud education for subdivided groups and popular scenarios, covering a wide range of content. Tailor-made anti-fraud science series for different customer groups such as teenagers, the elderly, college students, and new citizensFor the vast number of credit users of Ctrip Finance, we regularly carry out anti-fraud publicity work around topics such as credit science popularization, online loan fraud, fake financial APP fraud, account security education, etc., and explain them through in-depth analysis of individual fraud scenarios and comprehensive analysis of similar fraud routinesKeep up with the hot events, and make anti-fraud reminders for the high-incidence concert ticket purchase fraud, express delivery fraud, school season fraud, Spring Festival fraud and other social hot events this year, and the anti-fraud theme content covers all aspects of life.
In terms of the form of anti-fraud science popularization, Ctrip Finance regularly publicizes science popularization on WeChat, Weibo, Douyin and other platforms through short, live broadcast, and comics, and even moves anti-fraud science popularization to the live broadcast room, so that everyone can feel the fraud routine and learn anti-fraud strategies in the anchor's scenario interpretation, making the live broadcast a popular science popularization method among users.
*In terms of interaction, Trip.com Finance has planned a series of interactive activities on WeChat, Weibo and other platforms to allow users to immerse themselves in anti-fraud knowledge through creative forms such as interesting quizzes on lending knowledge and scenario-based lending education. For example, message interaction, Weibo posting, live interactive prizes and other forms to enhance the interest of popular science communication and user participation, through creative forms of publicity, so that users can understand anti-fraud knowledge in fun and improve their awareness of prevention.
Since 2022, Trip.com Finance has planned more than 280 anti-fraud campaigns, covering more than 7 million people, effectively protecting the rights and interests of consumers, actively practicing corporate social responsibility, and contributing to the healthy development of the industry.
Linghexun plus members, watch more exclusive content for free: 8 major financial columns, exclusive interpretation of the latest and hottest information dry goods, and grasp the market investment trend one step faster.