Disainilahendus Seaside Home For Music Fans Kogemusturunduse kampaania, autor Taobao Design

Disainilahendus Seaside Home For Music Fans Kogemusturunduse kampaania, mille autor on Taobao Design, on kõrgelt hinnatud 2025 auhinna Kuldauhind A' Design Award võitja konkursi kategoorias Reklaami, turunduse ja kommunikatsiooni disain.

KuldReklaam· 2025

Seaside Home For Music Fans Kogemusturunduse kampaania

disainer: Taobao Design

Klient: Taobao Design

Auhind Kuldauhind A' Design Award kategoorias Reklaam

159,291

Kinnitatud auhinna võitja

Kinnita auhinna staatus disainile #171886

Vaata A' Design Award lehel Pressiteade Auhinna märgis

Värvid

Disain

Teosest Seaside Home For Music Fans Kogemusturunduse kampaania

Seaside Home For Music Fans on stsenaariumipõhine turundusprojekt, mis loodi Aranyas toimunud muusika- ja kunstifestivali jaoks. Brändi ikooniline kuubik muudeti prožektoriks, millele lisandusid rannajoone gradientvärvid ja helilainekuju vormid. Väliüritusalad pakkusid interaktiivsete installatsioonide kaudu multisensoorseid väljapanekuid ja muusikaga seotud mänge. Interaktiivne otseülekanne võimaldas kaugpublikul alasid virtuaalselt külastada ja etendusi vaadata. Toimumispaik ehitati kergest terasraamist, taastuvatest materjalidest ning madala emissiooniga värvidest ja kangastest. Kohal käis üle 70 000 fänni.

Tunnustus

Auhinnast Kuldauhind A' Design Award

Seaside Home For Music Fans Kogemusturunduse kampaania on Kuldauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse esmaklassilistele, imelistele ja silmapaistvatele disainidele. Kuldvõitjad on ülimalt uuenduslikud, visioonilised ja glamuurselt pimestavad looming, mis peegeldab oma disainerite geniaalsust, tarkust ja oskusi. Seaside Home For Music Fans Kogemusturunduse kampaania peaks olema kõrgelt kiidetud, suundi seadev ja monumentaalne leiutis, mis pakub enneolematut väärtust. See Kuldauhinna A' Design Award võidudisain on suurejooneline, lugupeetud projekt, mis toob suurt kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. Seaside Home For Music Fans Kogemusturunduse kampaania tekitab intensiivset soovi, äratab kirge, julgustab loovust ja lummab meid.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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.
Mõõtmed ja pakend: This project attracted more than 70,000 fans.
Sildid: 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
Tootmistehnoloogia: 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.
Disainiülesanne: 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.
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Tööprotsess: 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.
Meeskonnaliikmed: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin