The author | Akagi bottle
The "Annual Comedy Contest", which is in full swing, can be called this year's treasure comedy variety show. Recently, the popular "Daewoo Zhishui" combination in the show, two actors, Dasuo and Sun Tianyu, came to a cross-border linkage with ping an bank credit card, and joined hands to perform the industry's young spit comedy column "Laughing 5fin Bell".
Interestingly, this column is contrary to the traditional sitcom routine, not only using a striking "spitting" form, steadily and fiercely pointing out the various slots in the industry, but also using the humorous form of comedy to dismantle them one by one, presenting a series of relaxed and exciting comedy content.
After the first issue of "Can't Do a Card is a Problem" was launched, topics such as #Card Process seemed to be forced to go on a blind date ### I had seen the most outrageous card-handling routine # appeared on the Weibo topic list, and contributed to the "big lock blind date card", "Sun Tianyu rap spit consumerism trap" and other laughter points, triggering netizens to discuss. Today (December 24), the second program "Card Selection Questions" was launched, and the audience was given a series of points to watch about card selection routines.
Comedy is one of the most beloved forms of expression for young people at present, personality, humor, lightness, absurdity, nonsense and other elements, and young people's preferences naturally adapt, and when the business temperament of the financial industry combined with comedy elements, what kind of chemical reaction will be produced?
From "idol waiter" to "credit card voice", use comedy to dispel anxiety
In the "Annual Comedy Competition", the most memorable Sketch sketch comedy is often based on the insight into the Internet industry.
Taking the combination of "Daewoo Zhishui" as an example, in the work "Idol Waiter", the two use a series of ordering operations of waiters in restaurants to reflect the various characteristics of the idol industry, pointing out the "groove points" that have long existed in the industry, such as "the inner fish is finished" and "the bastard powder is not worthy of being a fan".
In the work "Where Has Time Gone", the two people also anthropomorphized various mobile phone software, reflecting that contemporary mobile phone software is constantly attracting users' attention, and unconsciously being "stolen" of time, vividly breaking the fragmented content characteristics of the contemporary Internet.
Through works such as "Idol Waiter" and "Where Has Time Gone", Dasuo and Sun Tianyu used comedy to accurately dig out various grooves that have existed in the idol and Internet industries for a long time, triggering the emotional resonance of young groups, and using comedy irony to easily dissolve it into laughter, contributing a lot of points to the "Annual Comedy Competition".
Such accurate attacks and sharp "spits" have also been applied to "Laughing 5fin Bells". In the first episode of the program "Whether to do a card is a problem", the two broke the various routines when applying for credit cards as soon as they came up, such as "the maximum amount is 300,000, and the result is 3,000", "Is this called one-click card?" That's a hundred million keys! "Beware of the consumerist trap: you use a credit card and you want to spend, and before you know it, you have several times more money." ”
In the second program "Card Multiple Choice Questions", it further emphasized the slot points in the classification of credit cards, "I am a fuel card, tomorrow I will also refuel", "coffee coupons should start to grab after 3:30 in the middle of the night", "go to the airport to eat dumplings 66% off" and other slot points, accurate hit column wants to convey the industry pain points - fancy credit card names are cloudy, complex rights and interests but not practical. The essence of credit cards is to facilitate life, for small gifts to do credit cards is more than worth the loss and other industry ills, so that most of the users who have mistakenly entered the card pit look at the big pain.
For the scene restoration of the card process is more "directly hit the soul of consumers", in the face of a number of different types and functions of cards and the passion of the business manager Amway, Dasuo and Sun Tianyu one on behalf of consumers staged "one head two big", the other represents the rational faction that sees through everything, in the ruthless "spit" for the audience to popularize the "card password".
Ping An Bank's credit card insight into consumers benefits from the duo's excellent use of sketch style, and the two programs of "Laughter 5fin Bell" have brought resonance to contemporary consumers for credit card consumption slots in an in-depth and simple way. The emergence of such content also reflects the unexpected "way to break the rules" of Ping An Bank's credit card in the financial industry: to gain insight into industry issues with industry slots, stand in the user's perspective, and speak for users.
Interpret the real "groove point" with laughter points, and resonate with insights to resonate young groups
For this year's young people, the pressure from all sides is innumerable, and the tight nerves need a sense of relaxation at the right time to release. The comedy column "Laughter 5fin Bell" deeply understands the lifestyle and consumption needs of young people, and is produced in the form of short dramas that can most attract the attention of young people.
Through the slot-filled Sketch Sketch Comedy form, with the multiple perspectives of users and banks represented by card handlers, complainers, and account managers, a series of operations that not only add rules, play with rules, but also be in it, and "spit" rules are used.
Using the relaxed comedy language of young people to trigger its deep resonance with the brand, for the audience, it can not only see the pain, but also harvest practical science knowledge from it, and further enhance the user experience. It is worth mentioning that the plot also buried the Easter egg of Ping An Bank's credit card next year, which is speculated to have a big move in the separation of card rights. This is a model of Ping An Bank's credit card innovation to deal with the "difficult choice disorder" of card application, separating the binding of unbundled card products and specific rights and interests, which is equivalent to customers being able to have a growable and customizable card, which perfectly solves the "choice anxiety".
This is not the first time that Ping An Bank's credit card has been "whole life" among young people. Last summer, Ping An Bank Credit Card joined hands with top star Di Li Reba to launch the "Citywide Looking for Hot 8" campaign, playing the "Daily 88" preferential activity with a harmonic terrier, taking the lead in leading the new trend of entertainment marketing in the industry and successfully going out of the circle, and also pushing the "Daily 88" special preferential super symbol to the market.
In the context of the era of national tide, Ping An Bank credit card, which is well versed in the contemporary young preferences, has also taken the lead in opening the cooperation incision of the national comic national tide IP. With a total box office of 5.036 billion, "Nezha's Devil Boy Descending" is one of the well-deserved representative works of national comics, and in July this year, Ping An Bank Credit Card combined with this IP to launch two Nezha theme cards. The classic image of Nezha is combined with modern craftsmanship with a sense of technology and fashion to create a national comic collector's edition credit card.
Recently, the concept of meta-universe is dominant, and the 2021 annual bill of Ping An Bank credit card uses the concept of "meta-universe" to refresh the form of traditional bank annual statements.
Whether it is through comedy, top stars, harmonic melody forms, or meta-universe concepts, Ping An Credit Card is keeping up with the pace of the times through keen insight into the preferences of young people, grasping the essence of youth, fashion and entertainment at different stages, organically combining the financial industry and the entertainment industry, and connecting with young people in a more relaxed way.
From "breaking the wall" to "breaking the box", the "young DNA" of Ping An Bank credit card
Looking at the language programs that young people have paid attention to in recent years, whether it is "Strange Story", "Talk Show Conference" or "Spit Conference" and "Annual Comedy Competition", these programs have not only received a batch of young people's attention, but also spawned a series of hot topics and hot stems that young people are currently concerned about, providing a lot of added value for the industry.
Grounded forms of communication, self-analysis and ridicule, and brave expressions that are not afraid of the outside world's eyes are all elements that can resonate with this young people. The "Laughing 5fin Bell" created by Ping An Bank Credit Card in the cross-border comedy field also shows the younger posture of the financial industry.
The user's groove point is the pain point of the industry, and "Laughing 5fin Bell" analyzes itself to create a young spit comedy in the industry, which is undoubtedly more accurate and sharp. With the help of young people's current love of comedy forms to spread, so that brand products and users to establish an effective relationship based on emotional value.
On the one hand, cross-border young groups are clearly a mutually beneficial process. Financial enterprises represented by Ping An Bank credit cards have always received positive feedback for enterprises with a youthful brand attitude. As of the end of June 2021, Ping An Bank's credit card circulation reached 66 million+ cards, the transaction volume of credit card malls increased by more than 20% year-on-year, there were more than 90 sub-centers nationwide, the second largest number of customer-scale joint-stock banks, and the second largest annual consumption amount in the industry.
On the other hand, the bold and out-of-line posture of cross-border comedy elements of financial enterprises is blunt about the pain points of the industry, resonates with young audiences in the circle with truth and sincerity, and sets off the discussion of young people who love comedy across the circle, which not only realizes the breaking of the circle, but also continuously expands more application scenarios for comedy and even young entertainment content, but also provides new ideas for entertainment marketing of other brands.
In the future, the young DNA of financial enterprises will bring more imagination to the industry.