How 平安好车主 (Ping An Good Car Owner) used Xiaohongshu and a Shenzhen pop-up for its tenth anniversary

Running from 15 August to 25 September 2024, “十万里美好奔赴记” (A 100,000-Li Journey to a Better Life) used a pop-up at Shenzhen PAFC MALL as its offline focal point, alongside installations, a launch event and store visits. Creator content opened with pressures such as the strain of childcare or the vulnerability of living alone, then placed insurance within home routines, late nights, travel and car ownership. The mixed image-text and video programme, with video accounting for 31% of posts, framed protection as support for “松弛生活” (Relaxed Living) and carried the “省心省时又省钱” (Worry-Free, Time-Saving and Money-Saving) brand message.

The campaign addressed urban women seeking ease and independent control, including young professionals living alone with cats and new mothers with cars and children, as well as gift buyers. Its anniversary insurance range included “平安有福·全家保” (Ping An Blessings · Family Protection), “平安悦享逸家·中老年防癌险（活动版）” (Ping An Yuexiang Yijia · Middle-Aged and Senior Cancer Insurance, Campaign Edition) and “平安逸家·0免赔百万医（王牌版）” (Ping An Yijia · Zero-Deductible Million Medical Insurance, Flagship Edition). The price anchor was one yuan a day for three generations, spanning medical care, transport, home and pets. Activity-period and exclusive-launch framing supplied urgency without discounts; posts directed users to search for the store or storefront, while the pop-up offered check-in interactions and gifts on 8 September.