Jin Rong Jie·2026-01-16 06:02Core Insights - The 2025 Sixth TBI Outstanding Brand Innovation Festival was held in Shanghai, where the TBI Outstanding Brand Innovation Award winners were announced [1] - China Ping An's marketing short drama "Xia Ke Xing" won the Gold Award in the Integrated Marketing Group for its exceptional performance in short drama marketing [3] Group 1: Award Overview - The award selection involved participation from 331 brands and 247 service providers, totaling 578 companies and 1,744 innovative works [3] - The TBI Outstanding Brand Innovation Award focuses on brand growth paths in the digital age, emphasizing innovation in building, maintaining, and increasing value [3] Group 2: Evaluation Process - The evaluation committee consisted of 136 industry experts from renowned companies, with 79% being brand representatives and 66% being C-level executives or above [5] - The rigorous evaluation process ensured that winning works could withstand industry consensus and serve as beacons of "resilient growth" [5] Group 3: Content and Marketing Strategy - "Xia Ke Xing" creatively combines modern insurance services with the adventurous spirit of the ancient traveler Xu Xiake, allowing viewers to learn about his life while experiencing Ping An's innovative travel insurance product [7][10] - The series represents a new direction in financial content creativity, integrating insurance services into engaging storylines rather than traditional product pitches [7][10] Group 4: User Engagement and Brand Exposure - The success of "Xia Ke Xing" lies in its ability to deeply integrate product functions with user scenarios, showcasing the benefits of Ping An's services through storytelling [10] - The series has significantly increased brand exposure and customer engagement, with a viewing-to-liking ratio of over 150, indicating a high level of natural audience interest [13]