Top 10 Excellent H5 Marketing Cases in the Financial Industry in 2016
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Every once in a while, an H5 will go viral on our WeChat Moments , from the initial "Surround the Nervous Cat", to the later "Stranger Calls" and "Kris Wu Joins the Army", to this year's hits "Travel Through the Forbidden City to See You" and " Xue Zhiqian's Craziest Advertisement in History". It seems that other industries are the most bustling. Are there no excellent H5 works in the financial industry? There has indeed not been any phenomenal H5 work in the financial industry, but there is no shortage of excellent H5s. H5 comes in a variety of forms and the creativity is dazzling. The H5 cases in the financial industry are roughly divided into five types, and 10 excellent financial H5 marketing cases are given as examples. 1. Technology-driven H5 Technology-driven H5 often has cool effects. Commonly used technologies include: panoramic/ VR , gravity sensing and dual-screen interaction. 1. Panoramic/VR technology Panorama, also known as 3D real scene, is a realistic scene created by taking real-life photos with a camera and then undergoing special processing. VR is a scene that simulates reality created using computer software. “The Future of 2046” launched by Hua Xia Fund and “The Boudoir of Korean Beauty Anchor” launched by Lufax are both produced based on panoramic/VR technology. Case: Lufax: Live broadcast ! The secrets of the Korean beauty anchor's boudoir This H5 technology uses 360 panoramic and VR technology, taking you to explore the female anchor's boudoir from a first-person perspective. The content focuses on "Korean female anchor" and "live broadcast", which is quite eye-catching. Enter the boudoir of a Korean female anchor from the first person perspective. The hot female anchor is exercising. Click on the screen and say hello to the sexy female anchor. It happened that a phone call came in at this time. I helped to pick up the phone, and the female anchor suddenly became very happy. It turned out that the female anchor made a steady profit through convenient financial management on WeChat . 2. Gravity sensing technology Gravity sensing refers to the perception of the direction of the earth's gravity. Currently, many devices are equipped with gravity sensing chips. Gravity sensing technology is widely used in games . When used in H5, it also brings excellent interactive experience to H5. Case: Shanghai Pudong Development Bank: Taking you through the fencing arena As the sponsor of the Chinese national fencing team at the 2016 Olympic Games, Pudong Development Bank's H5 features excellent interactive effects in that it uses gravity sensing technology to achieve fencing movements such as "piercing, drawing Z, and rotating". Users can experience the excitement and charm of fencing on their mobile phones. At the same time, they can score in five dimensions, including attack power, strength, agility, defense, and accuracy, based on their operations. They can also invite friends to PK together. (This H5 page is no longer accessible) 3. Dual-screen interactive technology Dual-screen interaction means that two mobile phones can interact with each other through methods such as scanning codes. Case: Ping An of China: Passing on the Torch of Energy, Relaying Extraordinary Dual-screen Interaction This h5 uses dual-screen interactive technology to simulate the transfer of torches and truly restore the effect of the torch relay! Everyone can participate in the Olympic torch relay and carry forward the Olympic spirit! In terms of content, it leverages on the hot topics of the 2016 Rio Olympics. 2. Video Animation H5 We call H5 that presents content in the form of animation or video "video animation H5". The "Magic Song Medley" launched by Baidu Wallet and the "How many versions of yourself do you play every day?" launched by Baidu Finance both belong to this category. Case 1: Baidu Wallet: Magical song medley, you will have to pay back sooner or later if you try to raise the sun H5 is presented in the form of animation, borrowing the classic nursery rhyme "Planting Suns". The protagonist Xiao Ming is a good boy who loves to plant suns. When he grows up, he finds that he has caused trouble. Countless suns hang in the sky, the road has become a teppanyaki, and he can only "Ge You lie" at home. The strong painting style of the 80s, coupled with the classic spoof creativity, hits the user's psychology in every minute, "What should I do if I am most afraid of going out to eat in the summer? Just order takeout", and finally naturally leads to Baidu Wallet. Case 2: Baidu Finance: How many versions of yourself do you play every day? H5 is presented in the form of animation, with a series of activities from a person getting off work to returning home in the rain as the main line, including watching the news in the rain, taking a taxi home, cooking at home, etc., leading to Baidu products needed at different stages, Baidu News, Baidu Maps, TGP on the palm, and finally Baidu Finance. The design adopts a simple comic style with black and blue as the main colors. 3. Scene simulation H5 Scenario simulation H5 is relatively common, and the most common one is the simulation of WeChat scenario. 1. Simulating WeChat scenarios "Let's go running together with Li Bai?" and "Ping An Fu gives a great reason to exercise" launched by Ping An of China, and "The secrets in dad's phone are all his silent love for his son" launched by Tencent Wealth Management all belong to this category. Case: Tencent Financial Management: The secrets in the father’s mobile phone are all his silent love for his son H5 simulates the usage scenario of WeChat. The story starts with discovering the father's mobile phone. The father's WeChat is opened, and it is discovered that the father is arranging his wedding on WeChat. Clicking on the father's circle of friends, there are chicken soup articles and health posts. Finally, it is discovered that the father is still working hard for the big city. The self saves money in the "Wealth Management Dream Plan" and finally falls on the Wealth Management product. This little story is a true portrayal of most Chinese fathers and is deeply touching. (II) Imitation of newspaper scene Case: Piaoyibao: Newspaper advertisements from 600 years ago The entire H5 presents "news" related to Piaoyibao in the form of "Da Ming Daily", including: "Ming Dynasty boss Zhu Yuanzhang attends the World Financial Forum", "The country's largest money house Tangmen Money House announces business reorganization", "Former richest family Shen's family makes a comeback", "Mingjiao leader Zhang Wuji who disappeared for ten years reappears in the world", etc. Through these interesting "news", the characteristics of Piaoyibao financial products such as high returns and convenient operation are conveyed. (III) Simulating book scenes Case: Bank of Communications: Reading history and understanding life The H5 simulates an ancient book and displays the century-long history of China Communications Bank. The interaction is simple and direct, and the overall interaction method is to slide up and down. 4. Game Interactive H5 The interactive forms of game interactive H5 include: test questions, picture uploads, action games, etc. “What kind of father will you be 40 years later” launched by JD Finance and “Personal Appearance Money Printing Machine” launched by iQianjin are both interactive game H5s. 1. Image upload Case: Aiqianjin: Private money printing machine "Upload a photo and generate XXX" is a worn-out idea, but putting the avatar on the banknote is still quite creative. The H5 scores the uploaded photo based on its appearance, and based on the score, combines the user's uploaded photo with different currency templates. If the appearance value estimated by the background algorithm is high enough, the avatar will be printed on the euro or the US dollar. If the appearance value is low, it will be printed on the Korean won or the Vietnamese dong. H5 is quite interesting and netizens are happy to share it with their friends. (This H5 page is no longer accessible) (II) Test game category Case: JD Finance: What kind of father will you be 40 years from now? Different financial management methods lead to different future wealth status. H5 uses test questions to let users choose their financial management amount at different ages, and then test how much money they can save and what kind of father they will become in 40 years. 5. Information Display H5 When H5 started to become popular in WeChat Moments, most of them were information display H5s. Compared with the above four types of H5s, information display H5s are often not cool enough and lack interactivity. Its appeal gradually weakened, so no further examples of this type are given. The above are the five major types of H5 marketing for financial brands and ten excellent cases. I hope it can help everyone and provide direction and cases to refer to during the H5 planning process. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @刘渝民 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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