In recent years, the financial industry has been constantly trying to find a new way to explore and reach the young generation Z. As a new medium in the digital era, digital people have become a new carrier for the financial industry to connect young people.
In banking application scenarios, it mainly creates intelligent customer service, digital employees, virtual anchors, etc. Such as the digital employee "Xiao Pu" of Shanghai Pudong Development Bank, the digital employee "AIYA" of Baixin Bank, the intelligent customer service "Xiao Ning" of Bank of Ningbo, the virtual anchor of Ping An Bank "Ping An Xiao Cainiang", etc...
01 The digital person "Ping An Xiaocai Niang" leverages the young circle
#1 Cross-dimensional linkage
Digital People Xiaocainiang is different from the usual brand IP. Instead, it uses diversified operating methods to shape Ping An Xiaocainiang IP into an independent IP. From initial video submissions, hot dance covers, e-sports theme videos, University e-sports friendly competitions, etc. , produce a series of unique interactive and integrated operation methods, with in-depth insights into the personalized needs of young customer groups, from IP character planning to content and activity output, incubation of own IP fans , to A series of business transformations to achieve closed-loop operations.
In the field of e-sports, we have long-term interactions with e-sports player Uzi and the BLG team, naming the BLG e-sports club, producing e-sports themed videos, holding college e-sports friendly matches, etc. , to please the e-sports user group and use Ping An Xiao Cainiang IP The ability to accumulate young fans in the e-sports circle, gradually gain recognition from the e-sports audience , and improve the fan conversion rate.
In the pan-2D field, combined with the hot spots of the 2D culture, relying on cute and sweet virtual images to create memes, spread them in the 2D circle in the form of hot memes, emoticons, jokes, etc., and penetrate into the 2D user circle, such as The two-dimensional dance "Pure Land" has attracted widespread attention from the two-dimensional audience.
In the living area, Ping An Xiaocai Niang takes advantage of the plasticity and variability of the virtual image to become a virtual UP master, and conducts in-depth creations based on hot topics in various circles , such as "aerial gymnastics", "jumping exercises "Compendium of Materia Medica"", etc. Let Ping An Xiaocainiang IP quickly penetrate into young groups in various circles and increase IP visibility for them.
Case
In the live broadcast of Ping An Xiaocai Niang’s birthday party at Station B, Uzi from the e-sports circle, virtual anchor Ailulus from the two-dimensional circle, and La Hongsang, the UP anchor in the living area, were linked across circles.
Live broadcast is different from simple commercial promotion, but uses rich and differentiated content to keep the audience in the live broadcast, shape the IP image, and strengthen user awareness. The live broadcast is not just to promote business products, but to create an "interactive scene" with topicality and discussion from the interaction, amplify the IP character of "Ping An Xiaocai Niang", and inspire the audience to click and follow the account of Ping An Xiaocai Niang. At the same time , with the help of the characteristics of second-generation live broadcasts at Station B, we can mobilize the fan effect and inspire fans to create second-hand live broadcast content , continue to release the long-tail effect of cross-border live broadcast activities, strengthen traffic dissemination, and continue to attract traffic to Ping An Xiao Cainiang IP.
Nowadays, Ping An Xiaocainiang IP is gradually breaking through the two-dimensional and e-sports circles, and will be operated on external platforms such as Weibo, Douyin, and Xiaohongshu, fully penetrating into richer interest groups, and expanding the young customer base. Achieve cross-dimensional linkage across the entire network.
#2 Continuously output high-quality content
As a content operation system independent of the brand, the "Ping An Xiaocai Niang" IP has adopted a comprehensive personalized IP operation model since its launch, allowing the IP to accumulate traffic on its own, and in the form of IP bundling with the brand , it attracts traffic to the brand's business , thereby empowering it. The operation of the brand's young customer base allows Ping An Bank to produce more content that young people are interested in and create a deeper linkage with the young customer base. By embedding brand products into various scenarios, the brand can break through customer groups and culture. Breaking the circle and services, creating a closed loop of ecological operation covering the entire "finance + life" scenario of young people , and converting the flow value of digital people's IP into financial value.
Continuously iterate the image and refresh the customer base’s perception of the brand
The "Ping An Little Cai Niang" IP has refreshed the stereotype of Ping An Bank among young customers in terms of its virtual image and personality. The virtual IP created by Ping An Xiaocai Niang based on the two-dimensional culture has a lively and playful character. It is different from the public’s dignified and serious image of financial IP . Instead, it integrates financial elements into elements that are loved by young customers to create a The newly defined brand IP visually refreshes the young customers' perception and positioning of the brand. Whether it is a 2D plane, a 3D two-dimensional image, or today's 3D realistic image , it all conforms to the aesthetics of young people, continuously improves Ping An Bank's awareness, recognition and favorability in the hearts of young people, and demonstrates the brand strength to users. , continue to acquire new young customer groups.
Use the influence of virtual IP to enhance brand competitiveness
Ping An Xiao Cai Niang launched the "Honey Good Luck Planet" themed event, and launched an IP peripheral store based on the rights of Xiao Cai Niang series card products, allowing IP fans to have exclusive customized service privileges , and use IP fan special events to provide novel financial services , breaking the homogenization of financial services , improving brand quality, allowing the brand to continue to acquire new young users, and allowing the brand to occupy users' minds .
Launched a series of innovative anti-fraud videos
It explains the common tricks and characteristics of fraud in a lively and interesting way and in simple and easy-to-understand language, and provides young people with more hard-core anti-fraud knowledge. In addition, videos related to dramas, financial knowledge and other fields will also be released to use the influence of IP to better convey financial knowledge, improve the financial literacy of young users , and accumulate more youthful traffic for the brand.
AR interactive co-branded card
In response to the personalized, diversified and segmented consumption behavior of Generation Z, Ping An Xiaocai Niang has continued to launch debit and credit cards with the theme of Ping An Xiaocai Niang based on the IP of Ping An Xiaocai Niang. Through the IP with strong plasticity, high growth and flexible exposure, Image, combined with AR interaction, gives users a digital interactive experience , makes full use of virtual human IP resources, and maximizes the value of IP soft assets. With novel and fun card faces and exclusive benefits, it attracts users to "show off their cards " on various platforms and improves the brand's business influence.
02 How digital human IP empowers digital finance
If financial brands want to win the favor of young people in the fiercely competitive market, they must differentiate their marketing. The emergence of digital human IP has played an important role in the youthful transformation of finance.
Use digital human IP to break the anxiety of brand rejuvenation
The pain points of financial brands are serious homogeneity and lack of obvious recognition. Consumers’ perception of the brand is limited to functionality. Customized digital human IP can combine financial elements with popular elements loved by young people , visually present the brand image, attract young people to pay attention to financial services, and help financial brands further occupy the minds of customer groups.
Use digital technology to empower financial marketing scenarios
Digital human IP can be combined with motion capture, AI and other technologies to create immersive interactive scenes and provide immersive digital experiences for target customers.
Guangzhou virtual power motion capture technology
Digital human IP can be combined with Guangzhou's virtual power motion capture technology services to bring real and virtual hyper-time and space visual experiences to young customer groups through TVC animations, short videos, live broadcasts, posters, press conferences and other communication methods . Use youthful digital IP content and interactive methods to leverage the emotional resonance of young people and help financial brands quickly open up the young market.
Guangzhou Virtual Power AI Virtual Digital Homo Sapien Technology
Build a corpus according to the needs of the financial industry, connect digital people to the AI voice interaction driver, and serve as a 7*24-hour financial advisor/customer service on the financial applet and H5 side, breaking through time and space restrictions such as "business hours" and "business outlets". Provide financial question answering, financial management business consultation and other functions for target customer groups. Using AI virtual digital intelligence can quickly and accurately locate customer problems, optimize customer service business processes, and improve customer satisfaction.
In the offline business processing hall, as a digital employee and "lobby manager", we provide face-to-face business explanations, business section handling guidance and other services , and have more warm and immersive interactions with customers. AI digital smart people can independently and closed-loop complete the full-process services such as self-service response, business processing, proactive service, risk control and compliance in banking transaction scenarios, effectively improving the professionalism of responses and customer satisfaction.
As an anti-fraud propagandist online , through the AI Digital Human Broadcasting System, you can quickly produce digital human short videos in batches, and launch a series of financial content to promote anti-fraud knowledge, financial product introductions, etc.
Driven by digital technology, digital people have become a major carrier for the financial industry to attract young customers and explore new ways to play financial digitalization. In the future, digital human IP will continue to promote the financial industry to explore financial services in the metaverse era, allowing the financial industry to develop younger.
*Some pictures in the article are from the Internet
Guangzhou Virtual Power is committed to becoming the country's leading provider of technology products and solutions in the field of 3D and AI virtual humans. Virtual Power was founded in Guangzhou in 2016. It focuses on product technology development and services for the full ecological application of 3D virtual humans. It independently develops full-body motion capture, facial expression capture, face scanning, monocular motion capture, optical inertial motion capture, AI interaction, etc. Technical base. So far, a variety of virtual human application software has been launched, providing hardware equipment supply, digital human scanning reproduction and modeling services, a hyper-realistic digital human live broadcast platform, a digital human short video real-time rendering platform, a digital human AI intelligent interaction platform, and customization Different product lines such as technical API development provide full-dimensional technical services for Metaverse application scenarios.