On January 27, the micro video contest “My Life” co-organized by ICBC, China UnionPay and ifeng.com drew to a successful close in Beijing. During the contest, by cooperating with the new media, ICBC communicated its corporate value and culture, and sent a positive tone through micro videos.

This contest represents the first micro video competition held by a domestic commercial bank in China. Since initiated in November 2014, over 300 entries have been submitted to the contest. Over 150 videos and nearly 50 scripts passed the preliminary selection. The works submitted feature large quantity, high quality, and diversified themes, covering family, friendship, romance, dream and schooling, with forms including micro film, short documentary, DV short film, video clip, ad fragment. For professional judgment, the organizers invited many renowned domestic directors and experts in film, TV and media to act as judges of the contest. Through intense competition, five major awards have been granted, including “Best Video”, “Best Creativity”, “Best Story”, “Best Photography” and “Best Script”.

According to an ICBC official, ICBC has in recent years continued to lead innovation in product and technology, and developed new service channel and mode. For example, it has set up smart outlets with brand new customer experience, built ICBC E-buy, an e-commerce platform for online buyers, and launched “ICBC eConnection” APP, the first mobile financial information service platform industry-wide. As micro video is a new promotion approach with short duration and fast spreading, by holding this contest, ICBC can better convey to customers its culture of integrity, service and innovation, and align its corporate value with customers’ life pursuit.