This article is authorized to be transferred from the WeChat public account “Qianshuojinyu” (ID: qianshuojinyu)
When the passenger plane of China Southern Airlines flew into the clouds with a ray of dawn, when the fishing boats on the Antarctic Island in Zhoushan were outlined by the morning light, when the sun’s rays shone on the snow in the Antarctic Village of Mohe, the first ray of sunshine in 2023, in the “Global Sunrise ·Following the light 2023” under the lens of the live broadcast of the video account, it arrived as scheduled. At 5:30 am on the first day of 2023, a large number of netizens followed the WeChat video account of CCTV News, followed the footprints of light, and started a journey of healing.
And this time, WeBank Wealth+ is also accompanying people to “set off against the light”. As the first financial brand to cooperate with the “Follow the Light” program, WeBank Wealth+ not only completed a brand new “testing the waters” in brand marketing, but also conveyed its unique “Follow the Light” choice Temperature, just like its title slogan “Light in the heart is wealth”.
1. Start the first “date with light” in 2023
At 5:30 a.m. on January 1, 2023, although most people were still in warm blankets, crowds had already begun to gather in the WeChat live broadcast room of CCTV News. Viewers with different location coordinates such as “I am in Chengdu”, “I am in Wuhan”, “I am in Changchun”, “I am in Hefei”, “I am in Cangzhou” kept pouring into the live broadcast room, People from all over the country gathered here to start a romantic and grand journey of “chasing light”.
The live broadcast of the “Global Sunrise·Chasing Light 2023” video account was co-sponsored by CCTV News and WeChat, and was exclusively named by “WeBank Wealth +”.
In this live broadcast, “Global Sunrise·Follow the Light 2023” through a 14.5-hour-long camera, let people follow the camera, starting from the eastern coast of my country, advancing westward along the time zone, and witnessing the first day of the new year together. A ray of sunshine illuminates the landmark buildings and landscapes in more than 50 cities and regions around the world.
Under the lens, it not only covers many rare domestic scenes, such as the sunrise of Changbai Mountain in Jilin, the sunrise of Populus euphratica forest in Hami, Xinjiang, the sunrise of a helicopter flying over the Hong Kong-Zhuhai-Macao Bridge, and the sunrise of Yuanyang terraced fields in Yunnan, etc., but also brings Sunrise scenes from multiple unique perspectives such as air, sea, and even space. While leading people to “follow the light”, there are also concerts of different singers interspersed in the middle, recording the hard work and progress of athletes and the passionate performances of artists. The perspectives are interwoven together into the first “date with light” in 2023.
During the “Chasing the Light” journey, people also kept saying “Happy New Year” and making wishes to each other in the live broadcast room. When “Following the Light” was coming to an end, I didn’t forget to leave comments such as “I used to like to climb mountains to watch the sunrise, but not every time. This time I really enjoyed watching it”, “Life The significance lies in the fact that there will always be surprises waiting for you in the next second”, “Children in the south can rarely see snow, and the feeling of this snow mountain is so wonderful”, “I usually feel emotional when I watch the sunrise. Come out, so happy” and other words. In the soft and soothing music, watching these happy words is moving, it is really “in ordinary days, we should also pursue a little highlight”.
2. Marketing innovation, successfully “breaking the circle”
It is worth mentioning that WeBank Wealth+ is the first financial brand to cooperate with “Chasing Light”.
Different from traditional financial advertisements that are “serious, cold and elite” in everyone’s impression, WeBank Wealth+ inherits WeBank’s innovative thinking since its inception, and constantly iterates its brand marketing strategy – more lively , more courageous to innovate.
Therefore, it can be clearly seen that in addition to the necessary brand promotion, WeBank Wealth+ also attaches great importance to IP cooperation.
A few days ago, in the tenth drama “The Returning Daughter” of iQIYI Fog Theater, WeBank Wealth+ chose to insert an advertisement at the beginning of the film. The show not only has the big IP of “Mist Theater” to lay the foundation, but after it was broadcast, the traffic has continued to increase. The popularity value on iQiyi station has reached 8847, breaking through a new high in the popularity of short dramas. It was rated as “2022 Fog Theater Suspense Ace Drama” do”. Related topics derived from the series, such as #老李发布来柴收签#, #不妖哦#, #梅婷回刘林果色only美绿化# and other related topics, aroused heated discussions across the Internet, and continuously won the top 511 on the hot search list +, 302+ hot searches on Weibo, showing good popularity and spreading power.
Obviously, “The Returning Daughter” has created a high-perception brand exposure field for WeBank Wealth+, which can effectively reach users.
This time WeBank Wealth+ chose to cooperate with WeChat and CCTV News’ “Follow the Light” program, which is also based on this brand marketing concept.
CCTV News is the largest in the video account media – the number of fans exceeds 23 million +, and the total number of fans on new media platforms exceeds 400 million. As a WeChat strategic product, the video account has been used by users for 80% more than the total user time of Moments, and has become a “mobile TV station”.
With the “dual” blessing of CCTV news and WeChat’s ecological full-link product capabilities, Chasing Light 2023 has also gained the attention of tens of millions of people.
Qian said Jin Yu also saw that in this “Following the Light” program, WeBank Wealth + Exposure was also added: As the opening program of the entire live broadcast, WeBank Wealth + Brand first performed a 52-second New Year’s Eve Speech, to convey the brand’s good proposition and best wishes to users. During the whole live broadcast, the words WeBank Wealth + always appeared on the screen, even on the stage of the host, on the beach of the concert, transition TVC, joint corner sign, subtitle bar, oral broadcast, WeBank’s Wealth+ is revealed in the live broadcast room, the credits at the end of the film, etc., and even the gifts given in the live broadcast room have the exclusive WeBank mascot “Little We of Light”. Whenever an audience sends this gift, a A big, cute “Little We” holding a light will appear in front of the audience in the live broadcast room.
Therefore, this live broadcast not only allowed WeBank Wealth+ to reach tens of millions of viewers, but also made the name “WeBank Wealth+” deeply imprinted in the hearts of more people. Undoubtedly, it can help WeBank Wealth+ to further “break the circle” and deepen the emotional impression of the public.
If we say that WeBank Wealth+ is another important innovation of WeBank after the two “national-level” products of “Weiweidai” and “Weiyedai” at the business level, then WeBank Wealth+ This IP cooperation also completed an innovative “breakthrough” in the industry in terms of brand marketing methods.
3. The continuation of “inclusive” and a new start
The review of WeBank Wealth + the choice of “Follow the Light” this time is not just about the value of the big IP, but at a deeper level, there is a resonance between the two brands for the transmission of “Light”.
This journey of “chasing the light” began in 2021. After that, on January 1 every year, a live broadcast of the global sunrise that lasted more than ten hours will be presented in the live broadcast room of the WeChat video account as scheduled, aiming to let everyone You can feel the glory of the sunrise, the hope of the new year, the brilliance of human nature, and the beauty of life without leaving your home.
They did. 2022 is an unusual year. During this year, everyone has experienced a lot. On the first day of the new year, such a “global sunrise” has brought many people moved, surprised and healed.
This coincides with WeBank’s brand concept of “Light in the heart is wealth”. The distinctive “following light” choice also conveys the temperature behind its brand.
As a “warm” financial institution, WeBank has always paid more attention to the feelings of users.
It is understood that “WeBank Wealth +” will build core capabilities from four aspects, the key point of which is the “buyer’s perspective”, and one of the important manifestations of the “buyer’s perspective” is to truly be “customer-centric”.
WeBank’s approach is to provide professional wealth management services and help customers allocate assets based on customer needs rather than sales assessment.
It is reported that on the one hand, WeBank will select high-quality institutions and high-quality products on the product side, and on the other hand, on the client side, it will assist customers in asset allocation, and even set up a process to help customers “restrain” the purchase of equity funds, such as If the customer’s equity funds account for more than 20%, WeBank will give a strong reminder, hoping that the customer will think clearly before investing.
At the same time, WeBank will also launch a service model of Do Not Disturb, Less Contact, and More Contact. Don’t underestimate the “small changes” in these three models. In fact, it also reflects that WeBank considers the feelings of users to the greatest extent, and has achieved unified respect for customer groups with different needs. In addition, WeBank also focuses on providing a warm service experience, upgrading from self-service to interactive.
In fact, WeBank Wealth+ is another good continuation of WeBank’s practice of “the road of inclusiveness”.
Since its inception, WeBank has been adhering to the mission of “making finance inclusive to the public”, insisting on technological innovation as the core engine driving business development, and is committed to meeting the diversified financial service needs of the general public and small and micro enterprises. At present, WeBank has provided more than 340 million individual customers and more than 3 million small and micro market entities with comprehensive financial services including online bank accounts, deposit wealth management, microfinance and payment.
According to his disclosure, WeBank began to develop wealth management business as early as 2015. Although wealth management business has always been one of the strategic development goals of WeBank, compared with the more familiar “Weiweidai” and “Weizhongdai” In terms of “WeBank Loan”, the wealth management business was really low-key before. Therefore, the reason why the brand “WeBank Wealth+” was launched is to let the public have a clearer perception of its business, and on the other hand, it will Its own wealth management business is under the “spotlight”, turning pressure into motivation and creating new business growth points.
It is also under the practice of the concept of “inclusiveness” that the brand marketing style of WeBank Wealth+ bid farewell to the traditional grand narrative of financial institutions, and focuses more on “ordinary people” and “things around us”, in order to Bring users a more “warm” experience.
Such a “warm” brand, WeBank Wealth + Future is bound to be remembered and loved by more people. In 2023, it will be a brand new start for everyone and WeBank Wealth+.
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