Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial dening Taobao Design

Karya Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial dening Taobao Design minangka pemenang sing diajeni banget saka A' Design Award Emas 2025 sing bergengsi ing Kategori Kompetisi Desain Pariwara, Pemasaran lan Komunikasi.

EmasPariwara· 2025

Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial

dening Taobao Design

Klien: Taobao Design

Pemenang A' Design Award Emas ing Kategori Pariwara

159,291

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #171886

Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial

Seaside Home For Music Fans yaiku proyèk pemasaran adhedhasar skenario sing digawe kanggo festival musik lan seni sing dianakaké ing Aranya. Kubus ikonik saka merek kasebut diowahi dadi lampu sorot, dibarengi karo werna gradien garis pesisir lan wangun gelombang audio. Area pameran offline nyedhiyakake tampilan multisensori lan dolanan sing gegayutan karo musik lumantar instalasi interaktif. Siaran langsung interaktif ngidini penonton saka adoh bisa mubeng ing area kasebut lan nonton pagelaran. Papan acara kasebut dibangun nganggo rangka waja sing èntèng, bahan sing bisa dianyari, lan cat sarta kain kanthi emisi sing sithik. Luwih saka 70.000 penggemar teka ing acara kasebut.

Pangakuan

Babagan A' Design Award Emas

Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial menang A' Design Award Emas, pangenalan sing prestisius banget sing diparingake marang desain kelas siji, nggumunake lan unggul. Pemenang Emas iku ciptaan sing inovatif banget, visioner lan sumunar nggumunake sing nggambarake kejeniusan, kawicaksanan lan kaprigelan para desainer. Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial dikarepake dadi panemuan sing dipuji banget, pelopor tren lan monumental sing nyedhiyakake nilai sing durung tau ana. Desain sing menang A' Design Award Emas iki iku proyek sing nggumunake lan dihormati sing paring manfaat gedhe lan nyurung maju wates seni, sains, desain lan teknologi. Seaside Home For Music Fans Kampanye Pemasaran Eksperiensial nuwuhake perasaan kekarepan sing kuwat, nggugah semangat, nyengkuyung kreativitas lan narik kawigaten kita.

Ing Mburi Desain

Kit Pers

Kredit, anggota tim lan detail teknis sing diwenehake dening desainer.

Sifat Unik: 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.
Ukuran & Kemasan: This project attracted more than 70,000 fans.
Tag: 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
Teknologi Produksi: 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.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Alur Operasi: 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.
Anggota Tim: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin