Bulawan Pag-anunsiyo · 2025
Seaside Home For Music Fans Kampanya sa Experiential Marketing
- A' Design Award nga Bulawan 2025 in Pag-anunsiyo
- CLIENT: Taobao Design
- Estimated Number of Design Views: 155,964
- Verification code D34EA4D056 · Verify this award
Colors
About Seaside Home For Music Fans Kampanya sa Experiential Marketing
Ang Seaside Home For Music Fans usa ka proyekto sa marketing nga gibase sa senaryo nga gihimo alang sa usa ka festival sa musika ug arte nga gipahigayon sa Aranya. Ang ilado nga cube sa brand gihimo nga usa ka searchlight, giubanan sa mga gradient nga kolor sa baybayon ug mga porma sa audio waveform. Ang mga offline nga lugar sa eksibisyon nagtanyag og mga multisensory nga display ug mga dula nga may kalabotan sa musika pinaagi sa mga interactive nga instalasyon. Ang usa ka interactive nga live stream nagtugot sa mga layo nga mamiminaw sa paglibot sa mga lugar ug pagtan-aw sa mga pasundayag. Ang venue gitukod gamit ang gaan nga steel frame, mga renewable nga materyales ug mga pintura ug tela nga ubos ang emisyon. Kapin sa 70,000 ka mga fan ang mitambong.
About the A' Design Award nga Bulawan
Seaside Home For Music Fans Kampanya sa Experiential Marketing usa ka mananaog sa A' Design Award nga Bulawan, usa ka hilabihan ka prestihiyoso nga pag-ila nga gihatag sa unang-klase, katingalahan, ug bantogan nga mga disenyo. Ang mga mananaog sa Bulawan labihan ka bag-o, daghan og panan-aw, ug nagsidlak nga mga paglalang nga nagpakita sa henyo, kinaadman, ug kahanas sa ilang mga tigdesinyo. Gilauman nga ang Seaside Home For Music Fans Kampanya sa Experiential Marketing mahimong labing gidayeg, nagtakda og uso, ug monumental nga imbento nga naghatag og bili nga wala pa makita. Kini nga disenyo nga nakadaog og A' Design Award nga Bulawan usa ka makapahingangha ug gitahod nga proyekto nga labihan ka mapuslanon ug nagpalapad sa mga utlanan sa arte, siyensya, disenyo, ug teknolohiya. Seaside Home For Music Fans Kampanya sa Experiential Marketing nagmugna og kusog nga mga pagbati sa kaibog, nagpukaw og kahinam, nagdasig sa pagkamamugnaon, ug nagbihag kanato.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- This project attracted more than 70,000 fans.
- Tags
- 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
- Production Technology
- 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.
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
- Operation Flow
- 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.
