Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje av Taobao Design

Designet Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje av Taobao Design er en høyt verdsatt vinner av den svært prestisjetunge 2025 A' Design Award i Gull i konkurransekategorien Reklame, markedsføring og kommunikasjonsdesign.

GullReklame· 2025

Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje

av Taobao Design

Klient: Taobao Design

Vinner av A' Design Award i Gull i kategorien Reklame

159,291

Verifisert prisvinner

Verifiser prisstatus for #171886

Se på A' Design Award Pressemelding Prismerke

Farger

Designet

Om Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje

Seaside Home For Music Fans er et scenariobasert markedsføringsprosjekt skapt for en musikk- og kunstfestival avholdt i Aranya. Merkevarens ikoniske kube ble forvandlet til et søkelys, kombinert med gradientfarger fra kystlinjen og former inspirert av lydbølger. Offline utstillingsområder tilbød multisensoriske visninger og musikkrelaterte spill gjennom interaktive installasjoner. En interaktiv direktesending lot fjernpublikum utforske områdene og se forestillinger. Arenaen ble bygget med en lettvekts stålramme, fornybare materialer samt maling og tekstiler med lave utslipp. Mer enn 70 000 fans deltok.

Anerkjennelsen

Om A' Design Award i Gull

Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje er vinner av A' Design Award i Gull, en enormt prestisjefylt anerkjennelse som tildeles førsteklasses, praktfulle og enestående design. Gullvinnere er usedvanlig nyskapende, visjonære og glamorøst blendende skaperverk som gjenspeiler designernes geni, visdom og dyktighet. Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje forventes å være en høyt rost, trendsettende og monumental oppfinnelse som gir enestående verdi. Dette designet, som har vunnet A' Design Award i Gull, er et spektakulært, respektert prosjekt som i høy grad gagner og flytter grensene for kunst, vitenskap, design og teknologi. Seaside Home For Music Fans Opplevelsesbasert markedsføringskampanje skaper intense følelser av begjær, vekker lidenskap, oppmuntrer til kreativitet og fascinerer oss.

Bak designet

Pressepakke

Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.

Unike egenskaper: 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.
Dimensjoner og emballasje: This project attracted more than 70,000 fans.
Stikkord: 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
Produksjonsteknologi: 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.
Designutfordring: 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.
Forskning: 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.
Inspirasjon: 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.
Prosjektvarighet: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Driftsflyt: 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.
Teammedlemmer: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin