Seaside Home For Music Fans Kampanyang Experiential Marketing ni Taobao Design

Ang disenyo na Seaside Home For Music Fans Kampanyang Experiential Marketing ni Taobao Design ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2025 A' Design Award na Ginto sa Kategoryang Paligsahan na Disenyo ng Pag-aanunsyo, Marketing at Komunikasyon.

GintoPag-aanunsyo· 2025

Seaside Home For Music Fans Kampanyang Experiential Marketing

ni Taobao Design

Kliyente: Taobao Design

Nagwagi ng A' Design Award na Ginto sa Kategoryang Pag-aanunsyo

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Ang Disenyo

Tungkol sa Seaside Home For Music Fans Kampanyang Experiential Marketing

Ang Seaside Home For Music Fans ay isang scenario-based na proyektong marketing na nilikha para sa isang festival ng musika at sining na ginanap sa Aranya. Ang ikonikong cube ng brand ay ginawang isang searchlight, na sinamahan ng gradient na mga kulay ng baybayin at mga hugis ng audio waveform. Ang mga offline na exhibition area ay nag-alok ng mga multisensory na display at mga larong may kaugnayan sa musika sa pamamagitan ng mga interactive na instalasyon. Isang interactive na live stream ang nagbigay-daan sa mga malalayong manonood na maglibot sa mga lugar at manood ng mga pagtatanghal. Ang venue ay itinayo gamit ang magaan na steel frame, mga renewable na materyales at mga pinturang at telang may mababang emisyon. Mahigit 70,000 fans ang dumalo.

Ang Pagkilala

Tungkol sa A' Design Award na Ginto

Ang Seaside Home For Music Fans Kampanyang Experiential Marketing ay nagwagi ng A' Design Award na Ginto, isang napakaprestihiyosong pagkilalang iginagawad sa mga disenyong pangunahing-uri, kahanga-hanga at namumukod-tangi. Ang mga nagwagi ng Ginto ay mga likhang lubhang makabago, may pananaw at nakasisilaw sa karilagan na sumasalamin sa talino, karunungan at husay ng kanilang mga tagapagdisenyo. Inaasahang ang Seaside Home For Music Fans Kampanyang Experiential Marketing ay isang lubos na pinupuri, nagtatakda-ng-uso at monumental na imbensyon na naghahatid ng walang kapantay na halaga. Ang disenyong ito na nagwagi ng A' Design Award na Ginto ay isang kahanga-hanga at iginagalang na proyekto na lubos na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Seaside Home For Music Fans Kampanyang Experiential Marketing ay lumilikha ng matinding damdamin ng pagnanais, gumigising ng damdamin, nagpapasigla ng pagkamalikhain at nakahuhumaling sa atin.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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.
Mga Sukat at Packaging: This project attracted more than 70,000 fans.
Mga 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
Teknolohiya sa Produksyon: 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.
Hamon sa Disenyo: 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.
Pananaliksik: 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.
Inspirasyon: 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.
Tagal ng Proyekto: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Daloy ng Operasyon: 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.
Mga Miyembro ng Koponan: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin