Core Viewpoint - China Ping An has launched its first brand-customized serialized short drama "Xia Ke Xing," creatively combining modern insurance services with the adventurous spirit of the ancient traveler Xu Xiake, allowing viewers to learn about his life while experiencing the premium services of the Ping An Travel Protection insurance product [3][17]. Content Breakthrough - The "Xia Ke Xing" series represents a new direction in content creativity for the financial industry, moving beyond rigid product introductions to weave insurance services naturally into well-crafted storylines [3][17]. Plot Setting - The storyline features Xu Xiake, the "Saint of Travel" from the Ming Dynasty, unexpectedly arriving in 2025, where he encounters a stark contrast to his time, leading to humorous situations. His journey across China showcases his enduring spirit of exploration, with Ping An's services providing comprehensive travel protection [4][18]. Scene Integration - The success of "Xia Ke Xing" lies in its ability to deeply integrate product functions with user scenarios. Instead of direct product promotion, the series uses Xu Xiake's travel stories to naturally demonstrate the various protections offered by Ping An during travel, breaking traditional financial advertising frameworks [7][21]. Effectiveness and Efficiency - The marketing approach in the financial industry must balance innovation with caution. Ping An's attempt in "Xia Ke Xing" illustrates how to achieve creative breakthroughs within safe boundaries. The short drama format enhances brand exposure and customer engagement, leading to exponential growth in brand communication [10][24]. Conclusion - The series not only entertains but also illustrates how Ping An disassembles its insurance services into relatable life scenarios, proving that insurance can be engaging and warm [13][27].