"Let’s follow Xu Xiake on a lighthearted and wondrous journey, unlocking more premium services of 'Ping An Travel' while exploring the beauty of our homeland!"

This is the tagline of Ping An Insurance's first brand-customized web series, "Xia Ke Xing." In this six-episode series, Ping An creatively merges modern insurance services with the adventurous spirit of ancient traveler Xu Xiake. Viewers not only learn about Xu Xiake’s life but also experience the high-quality services of "Ping An Travel," an innovative domestic travel protection insurance product—truly edutainment at its finest.

In today’s information-saturated era, the financial and insurance industry has long been labeled as "rigid and serious." While beauty, food, and even luxury brands thrive on short-video platforms, how can financial brands break free from traditional marketing constraints?

**Content Innovation** The "Xia Ke Xing" series represents a new direction for creative content in the financial sector. It moves beyond rigid product pitches, weaving insurance services naturally into a well-crafted storyline.

The plot follows Xu Xiake, the Ming Dynasty’s "Sage of Travel," who accidentally time-travels to 2025. Confronted with skyscrapers, endless traffic, "strange attire," and QR-code payments, the stark contrast between eras leads to hilarious mishaps. As Xu retraces his journeys across China, his timeless spirit of exploration shines through. With "Ping An Travel" safeguarding his adventures, he travels farther and smoother, culminating in his awe-struck reflection: "The land remains, yet its spirit is renewed—proof of China’s unbroken civilization." Xu’s character bridges tradition and modernity, playfully showcasing the core value of "Ping An Travel": comprehensive travel protection.

**Seamless Scenario Integration** The success of "Xia Ke Xing" lies not just in creativity but in its ability to deeply integrate product features with user scenarios.

Instead of hard-selling, Ping An uses Xu’s travels to organically demonstrate how "Ping An Travel" safeguards journeys. This "product-as-content, protection-as-plot" approach shatters traditional financial advertising frameworks. Ping An’s marketing philosophy—rooted in real-life scenarios—spans sports, film, culture, and education, offering customers meaningful experiences.

**Balancing Branding and Performance** Financial marketing must balance innovation and prudence. "Xia Ke Xing" shows how to push creative boundaries while staying within safe limits.

The series boosts brand visibility and engagement, resonating more deeply than conventional ads. By embedding products into narratives, Ping An achieves higher audience acceptance and shareability. Official data reveals a 150:1 view-to-like ratio for "Xia Ke Xing," indicating strong organic reach as viewers opt to "watch silently" rather than engage superficially.

**Conclusion** As Xu Xiake traverses modern cities and natural landscapes, viewers see more than just entertaining clips. Each frame reflects Ping An’s effort to translate insurance services—"prevention, rescue, claims, and usage"—into relatable life moments.

This financial giant proves insurance need not be preachy—protection can feel warm. With Xu Xiake’s spirit meeting modern insurance, Ping An is scripting a new chapter in financial content marketing.