Seaside Home For Music Fans Kampanja iskustvenog marketinga od Taobao Design

Dizajn Seaside Home For Music Fans Kampanja iskustvenog marketinga od dizajnera Taobao Design je visoko cijenjeni dobitnik prestižne nagrade 2025 Zlatna nagrada A' Design Award u kategoriji Dizajn Oglašavanja, Marketinga i Komunikacije.

ZlatoOglašavanje· 2025

Seaside Home For Music Fans Kampanja iskustvenog marketinga

autor Taobao Design

Klijent: Taobao Design

Dobitnik nagrade Zlatna nagrada A' Design Award u kategoriji Oglašavanje

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Boje

Dizajn

O dizajnu Seaside Home For Music Fans Kampanja iskustvenog marketinga

Seaside Home For Music Fans je marketinški projekat zasnovan na scenariju, kreiran za festival muzike i umjetnosti održan u Aranyi. Ikonična kocka brenda transformisana je u reflektor, upotpunjena gradijentnim bojama obale i oblicima zvučnih talasa. Izložbeni prostori uživo nudili su multisenzorne prikaze i igre vezane za muziku kroz interaktivne instalacije. Interaktivni prijenos uživo omogućio je udaljenoj publici da obiđe prostore i gleda nastupe. Prostor je izgrađen od lagane čelične konstrukcije, obnovljivih materijala i boja i tkanina sa niskim emisijama. Prisustvovalo je više od 70.000 fanova.

Priznanje

O nagradi Zlatna nagrada A' Design Award

Seaside Home For Music Fans Kampanja iskustvenog marketinga je pobjednik Zlatne nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje prvorazrednim, čudesnim i izvanrednim dizajnima. Zlatni pobjednici iznimno su inovativne, vrlo vizionarske i blistavo zasljepljujuće kreacije koje odražavaju genij, mudrost i umijeće svojih dizajnera. Očekuje se da Seaside Home For Music Fans Kampanja iskustvenog marketinga bude vrlo hvaljen, trendovski i monumentalan izum koji pruža bezprecedentnu vrijednost. Ovaj dizajn koji je osvojio Zlatnu nagradu A' Design Award spektakularan je, cijenjen projekt koji izuzetno koristi i pomjera granice umjetnosti, nauke, dizajna i tehnologije. Seaside Home For Music Fans Kampanja iskustvenog marketinga stvara snažne osjećaje želje, budi strast, podstiče kreativnost i fascinira nas.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: This project,a collaboration between Tmall Heybox and 2024 Aranya Xiami Music and Arts Festival, employed a scenario based marketing plan to marry the brand with the festival culture. Tmall Heybox transformed its iconic cube into a searchlight to resemble a dazzling stage and a gradient coastline, building an emotional bond between the brand and young audiences. The project created an online and offline marketing matrix, improving brand exposure, audience engagement, and cultural resonance.
Dimenzije i pakovanje: This project attracted more than 70,000 fans.
Oznake: Aranya Xiami Music and Arts Festival, key visual design for Tmall Heybox, visual expression of Home for Music Fans, theme exhibition areas with multisensory immersive experience, interactive live stream
Tehnologija proizvodnje: The Home for Music Fans employed sustainable, renewable materials with low environmental impact, aiming to create a comfortable venue full of seaside charm for fans to enjoy music. The lightweight steel frame, combined with premium materials and exquisite craftsmanship, ensured safety and durability. Additionally, nontoxic wall paints and curtain fabrics that contain low volatile organic compounds were utilized, contributing to a fresh and safe environment.
Dizajnerski izazov: The challenge was achieving a unity of the brand and the festival. This project subtly married the brand characteristics with the festival culture. The posters echoed the key visual of the festival through visual elements like colors and shapes. The offline stage and the Home for Music Fans were differentiated, with the former for quick experience while the latter for slow consumption. Its combination with the live stream studio provided a seamless experience across online and offline settings.
Istraživanje: 2024 Aranya Xiami Music and Arts Festival attracted numerous young audiences valuing fashion and quality, aligning closely with the target consumer of Tmall Heybox. The project, taking the festival as the medium, integrated the brand into a cultural landmark, with the Home for Music Fans introducing five major brands for traffic sharing, resulting in great promotional effects both online and offline. It built a marketing loop of product experience, emotional resonance and social sharing.
Inspiracija: The iconic cube of Tmall Heybox was transformed into a searchlight. Vivid colors against a black background mimicked a seaside sunset. Geometric blocks and audio waveform brought to mind rhythmic music, and reflections helped create a seaside scenario. The Home for Music Fans, inspired by the Aranya Church, featured a top angle symbolizing upward growth. It extended along the coastline, with exhibition areas corresponding to life moments, echoing the slogan of life is about living a few moments.
Trajanje projekta: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Tok rada: Offline theme exhibition areas with multisensory immersive experience enabled audiences to experience the products of certain brands and participate in music related games through interactive installations.
Thanks to full process interactive live stream, audiences could virtually tour exhibition areas, watch new product launches, and appreciate performances. This broke the physical limitations of traditional offline activities, ensuring real time online interaction between brands and audiences.
Članovi tima: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin