Aur Hysbysebu · 2025
Seaside Home For Music Fans Ymgyrch Farchnata Brofiadol
- Gwobr Aur A' Design Award 2025 in Hysbysebu
- CLIENT: Taobao Design
- Estimated Number of Design Views: 155,964
- Verification code D34EA4D056 · Verify this award
Colors
About Seaside Home For Music Fans Ymgyrch Farchnata Brofiadol
Mae Cartref Glan Môr i Selogion Cerddoriaeth yn brosiect marchnata seiliedig ar senario a grëwyd ar gyfer gŵyl gerddoriaeth a chelfyddydau a gynhaliwyd yn Aranya. Trawsnewidiwyd ciwb eiconig y brand yn chwilolau, wedi'i gyfuno â lliwiau graddiant yr arfordir a siapiau tonffurf sain. Roedd ardaloedd arddangos all-lein yn cynnig arddangosfeydd aml-synhwyraidd a gemau'n ymwneud â cherddoriaeth trwy osodiadau rhyngweithiol. Roedd ffrwd fyw ryngweithiol yn galluogi cynulleidfaoedd o bell i deithio o amgylch yr ardaloedd a gwylio perfformiadau. Adeiladwyd y lleoliad gyda ffrâm ddur ysgafn, deunyddiau adnewyddadwy a phaentiau a ffabrigau allyriadau isel. Mynychodd mwy na 70,000 o selogion.
About the Gwobr Aur A' Design Award
Mae Seaside Home For Music Fans Ymgyrch Farchnata Brofiadol yn enillydd Gwobr Aur A' Design Award, cydnabyddiaeth aruthrol o fawreddog a roddir i ddyluniadau o'r radd flaenaf, rhyfeddol a rhagorol. Mae enillwyr Aur yn greadigaethau hynod arloesol, gweledigaethol a disglair o ysblennydd sydd yn adlewyrchu athrylith, doethineb a medrusrwydd eu dylunwyr. Disgwylir i Seaside Home For Music Fans Ymgyrch Farchnata Brofiadol fod yn ddyfais hynod glodfawr, arloesol a chofadwy sydd yn cyflwyno gwerth digynsail. Mae'r dyluniad buddugol hwn o Wobr Aur A' Design Award yn brosiect ysblennydd a pharchus sydd yn elwa yn fawr ac yn symud ymlaen ffiniau celf, gwyddoniaeth, dylunio a thechnoleg. Mae Seaside Home For Music Fans Ymgyrch Farchnata Brofiadol yn creu teimladau dwys o ddyhead, yn cynhyrfu angerdd, yn annog creadigrwydd ac yn ein cyfareddu.
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.
