Or Publicité · 2025
Seaside Home For Music Fans Campagne de marketing expérientiel
- A' Design Award d'Or 2025 in Publicité
- CLIENT: Taobao Design
- Estimated Number of Design Views: 155,964
- Verification code D34EA4D056 · Verify this award
Colors
About Seaside Home For Music Fans Campagne de marketing expérientiel
Seaside Home For Music Fans est un projet de marketing scénarisé conçu pour un festival de musique et d'arts organisé à Aranya. Le cube emblématique de la marque a été transformé en projecteur, associé à des couleurs dégradées évoquant le littoral et à des formes de formes d'onde sonores. Les espaces d'exposition hors ligne proposaient des présentations multisensorielles et des jeux liés à la musique au moyen d'installations interactives. Une diffusion en direct interactive permettait au public à distance de parcourir les espaces et d'assister aux performances. Le site a été construit avec une ossature en acier léger, des matériaux renouvelables ainsi que des peintures et des textiles à faibles émissions. Plus de 70 000 fans y ont participé.
About the A' Design Award d'Or
Seaside Home For Music Fans Campagne de marketing expérientiel est lauréat de l'A' Design Award d'Or, une reconnaissance immensément prestigieuse décernée à des designs de premier ordre, merveilleux et remarquables. Les lauréats Or sont des créations extrêmement innovantes, visionnaires et d'un éclat glamour éblouissant, qui reflètent le génie, la sagesse et la maîtrise de leurs concepteurs. Seaside Home For Music Fans Campagne de marketing expérientiel est censé être une invention très louée, avant-gardiste et monumentale, qui apporte une valeur sans précédent. Ce design lauréat de l'A' Design Award d'Or est un projet spectaculaire et respecté qui sert grandement l'art, la science, le design et la technologie et en repousse les limites. Seaside Home For Music Fans Campagne de marketing expérientiel crée de vifs sentiments de désir, éveille la passion, encourage la créativité et nous fascine.
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.
