Rapping about results: How ZhongAn's youth-focused brand inspires its approach to IR
Many companies today use video to tell their story to investors, but most are not as creatively brave as ZhongAn Online P&C Insurance. Last year, it commissioned a music video featuring a rap about the firm’s 2020 results and a man posing in a horse hat. Oh, and the actor in the hat was the head of IR.
Launched in 2013, ZhongAn is a pioneer in the insurtech industry, where start-ups use technology to offer faster, cheaper and more tailored services to customers than the traditional insurance market. The Chinese company has a youth-focused brand – most customers are under 35 – and it incorporates this image into all its communications, including IR activities.
‘Most of our customers are from younger generations – our products are the first policies they have bought in their life,’ explains Stanley Zhou, director of capital markets and IR (and the man in the horse hat). ‘So when we do earnings, we want to leverage our culture to attract customers and [showcase] our products to investors and analysts.’
ZhongAn’s innovative approach to IR caught the attention of the judges for the IR Magazine Awards – Greater China 2021, who handed the company two prizes: best use of multimedia for IR and best investor event (for a small or mid-cap). So what has ZhongAn been doing in those two areas that made it stand out from the crowd? Watch the video below to find out.
This is an extract of an article that was published in the Summer 2022 issue of IR Magazine. Click here to read the full article.