This is after a long winter, the first spring. And spring together with the recovery is, hibernation for a long time in the home improvement industry.

In the field of home decoration consumption has been plowing 10 years of Jingdong home decoration festival, in this year's spring home decoration festival, in fact, slightly "scribbling".

Scribbling and rude interactions: $100,000 treats

Scribbly and soulfully drawn: look ↓

This soul-stirring event comes from the Jingdong Spring Home Decoration Festival. The seemingly capricious and quirky activity actually comes from an extremely universal insight. Before people decorate a home, they often start to fantasize about it and draw it on paper, in their phones, and on their ipads. Matchmaker, sketch, sketch... masters, realism, or outrageous abstraction... whatever soulful style of drawing, it's all about injecting a beautiful soul into the "home". And support home appliances and home furnishings one-stop buy all, and provide quality home decoration services Jingdong Home Decoration Festival, willing to pay for every kind of beautiful imagination about the home. As the most handsome brother in the home decoration industry, the most handsome modern architectural artist in the home decoration industry - Aoyama Zhouping, took the lead in releasing his own precious "soul manuscripts" to the netizens to talk about their own imaginations about the home and love, and through the tone of Aoyama Zhouping, interpretation of the "100,000 yuan to reward the soul of the manuscripts", "the soul of the home". Through the tone of Aoyama Zhouping, he interpreted the soul core of the theme activity "100,000 RMB Reward for Soulful Home Decoration Design" - the creation of manuscripts about the home, which do not need to be very professional and complete, but follow the inspiration and bravely draw the look of the home.

Celebrity artists followed with their soulful home designs, making the event a successful circle-breaker. Zhang Zhenyue, who has become a contemporary camping icon, the most literary Traveling Band, as well as the Da Vinci Band and the Mosaic Band... Musicians with microphones and basses picked up their brushes and drew their own imaginations of their homes, and all we can say is that the brothers drew them well, so don't draw them.

Every ideal home has been responded to one by one by the official Jingdong, and at the same time, it also made a promise for this soulful battle - to install it! At the Shenzhen Simple Music Festival, Jingdong really put Zhang Zhenyue, the traveling band, and the lucky users to participate in the activities of the soul manuscripts drawn, realized.

Zhang Zhenyue and the traveling group's personal carding made the whole soul space the hottest carding spot on the festival site. The vlogs that were synchronized and released online also made a clear stream of gestures. Unlike the usual playful and noisy vlogs of store visits, Zhang Zhenyue and the traveling group tell you their beautiful imagination about home, which draws a high-class conclusion for the whole theme activity. A soulful poster, prying 1.43 billion attention, the topic high in the top of the hot search list.

After the launch of the campaign, thousands of soulful manuscripts authentically created by netizens for their homes were collected. A universal and authentic social insight extends to a quality original topic IP, and the fire out of the circle is a natural result.

There are always voices discussing that after a long cold winter, people are more detached and numb. But judging from this Jingdong Spring Home Decoration Festival campaign, "home" is still the island that connects us, and people, too, are still impressed by sincere, fun content.

The whole event from online to offline ideas, from home decoration festival to music festival cross-border, perfect interpretation of a set of insights, topics and traffic transformation of the integrated marketing battle. With the seemingly hippest attitude, it deconstructed the contemporary people's infinite longing and attachment to home.