The last time I was screened by a billboard was when the movie "Three Billboards" was released. And this time by the three billboards brush screen, I did not expect to be because of "a dragon".

This is one of the centerpiece materials of the BOE Spring Home Improvement Festival, which just hit the streets not long ago.

In this year, Jingdong will merge home appliances and home furnishings, and set up home appliances and home furnishings business group. Means that Jingdong to the traditional advantages of the categories of home appliances, home and home furniture together, in the home scene to form a closed loop, to provide home appliances, home furnishings all categories, set of old for new, synchronized pick up the old to send new, and other kinds of one-stop service involving home furnishings link.

The "one-stop shop" in every consumer sector has been talked about many times, and it's not easy to make it new and interesting. But the highest level of creativity often requires only the simplest "cooking".

Step 1: Translation of "one-stop service", which has a more localized expression - one-stop shop

Step 2: Make the dragon.

The naive dragon head, the body of the dragon and different home scenes reconstructed in a train-like manner to form a super-long home space covering the living room, kitchen, bathroom and bedroom. The picture and the copy is clear and concise to convey only one core message - home appliances and home furnishings, Jingdong Home Furnishing Festival a dragon to get it done. One-stop service, so do "one-stop," seems hasty, but in fact it is simplified, so that creativity is more accurate, pure and efficient translation.

Immediately after this long and super long home decoration dragon, offline bus stations, subway corridors, and super large commercial screens appeared, and various parts of the country were swept by the long dragon.

And in its use of new wave media, it opens with a very net-sensitive -

In a small space like an elevator, it quickly captures the user's attention. The distinctive "dragon dragon dragon dragon dragon" tongue flick in the voice-over creates a unique sound hammer, and the extra-long body of the dragon creates a natural echo in sound and picture.

The rational use of media is the finishing touch of the "one-stop" campaign. Overseas there are a lot of outdoor media to play out the excellent case, but in China, with the media market from offline to online tilt, as well as the implementation of a variety of factors that can not be resisted, outdoor advertising to stay in the primary stage.

Because of the movie "three billboards" had another brief rise in a wave of billboard marketing, but most of the cases are still the billboards, big screen as a simple medium, just to carry the communication content. And the Jingdong Spring Home Decoration Festival this dragon, unexpectedly the media front, naturally become part of the creative. To the innovative application of creativity + media, and provides a good example.