Best Digital Brand Campaign is “Xiaoyu” from ICBC

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This winner’s digital brand campaign attracted seven million new customers in 2022, contributing to 31% of new customers.
The bank targeted younger customers with an exclusive IP, theme media, service channels, product combination and peripheral products.
The bank has also created exclusive intellectual property and theme media as part of its branding efforts by introducing characters and mascots that are designed to appeal to younger customers and build an engaging brand image.
By now, the number in this segment has reached 100 million, an increase of 9.3 million customers from the beginning of 2022. Assets under management of this segment increased by 35%.
For its financial quotient, low carbon, public benefit, and equity as main lines, the Best Digital Brand Campaign is from ICBC (Industrial and Commercial Bank of China).