Seaside Home For Music Fans Pieredzes mārketinga kampaņa — Taobao Design

Darbs Seaside Home For Music Fans Pieredzes mārketinga kampaņa, kura autors ir Taobao Design, ir augsti novērtēts un ļoti prestižās 2025 Zelta balva A' Design Award ieguvējs kategorijā Reklāmas, mārketinga un komunikācijas dizains.

ZeltaReklāma· 2025

Seaside Home For Music Fans Pieredzes mārketinga kampaņa

Autors: Taobao Design

Klients: Taobao Design

Zelta balva A' Design Award ieguvējs kategorijā Reklāma

159,291

Verificēts balvas ieguvējs

Verificēt balvas statusu dizainam #171886

Skatīt A' Design Award Preses relīze Balvas žetons

Krāsas

Dizains

Par Seaside Home For Music Fans Pieredzes mārketinga kampaņa

Seaside Home For Music Fans ir uz scenāriju balstīts mārketinga projekts, kas radīts mūzikas un mākslas festivālam Aranjā. Zīmola ikoniskais kubs tika pārveidots par prožektoru, papildinot to ar gradienta piekrastes krāsām un audio viļņu formām. Bezsaistes izstāžu zonas piedāvāja multisensoras ekspozīcijas un ar mūziku saistītas spēles, izmantojot interaktīvas instalācijas. Interaktīva tiešraide ļāva attālinātai auditorijai apskatīt zonas un vērot priekšnesumus. Norises vieta tika būvēta, izmantojot vieglu tērauda karkasu, atjaunojamus materiālus, kā arī krāsas un audumus ar zemu emisiju līmeni. Pasākumu apmeklēja vairāk nekā 70 000 fanu.

Atzinība

Par Zelta balva A' Design Award

Seaside Home For Music Fans Pieredzes mārketinga kampaņa ir Zelta balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir pirmšķirīgiem, brīnišķīgiem un izciliem dizainiem. Zelta ieguvēji ir ļoti inovatīvi, tālredzīgi un žilbinoši spoži darbi, kas atspoguļo to dizaineru talantu, gudrību un meistarību. Sagaidāms, ka Seaside Home For Music Fans Pieredzes mārketinga kampaņa būs ļoti slavēts, tendenci veidojošs un monumentāls izgudrojums, kas sniedz nebijušu vērtību. Šis ar Zelta balvu apbalvotais dizains ir lielisks, cienīts projekts, kas paplašina mākslas, zinātnes, dizaina un tehnoloģiju robežas. Seaside Home For Music Fans Pieredzes mārketinga kampaņa izraisa intensīvu vēlmi, modina kaislību, veicina radošumu un valdzina.

Aiz dizaina

Preses materiāli

Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: 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.
Izmēri un iepakojums: This project attracted more than 70,000 fans.
Birkas: 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
Ražošanas tehnoloģija: 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.
Dizaina izaicinājums: 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.
Pētījums: 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.
Iedvesma: 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.
Projekta ilgums: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Darbības plūsma: 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.
Komandas dalībnieki: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin