Seaside Home For Music Fans Zážitková marketingová kampaň od Taobao Design

Dizajn Seaside Home For Music Fans Zážitková marketingová kampaň od dizajnéra Taobao Design je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2025 Zlatá cena A' Design Award v súťažnej kategórii Reklama.

ZlatáReklama· 2025

Seaside Home For Music Fans Zážitková marketingová kampaň

od Taobao Design

Klient: Taobao Design

Víťaz ocenenia Zlatá cena A' Design Award v kategórii Reklama

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Dizajn

O dizajne Seaside Home For Music Fans Zážitková marketingová kampaň

Seaside Home For Music Fans je marketingový projekt založený na scenári, vytvorený pre hudobný a umelecký festival konaný v Aranyi. Ikonická kocka značky bola premenená na svetlomet, doplnená gradientovými farbami pobrežia a tvarmi zvukových vlnových priebehov. Offline výstavné zóny ponúkali multisenzorické prezentácie a hry súvisiace s hudbou prostredníctvom interaktívnych inštalácií. Interaktívny živý prenos umožnil vzdialeným divákom prehliadku zón a sledovanie vystúpení. Areál bol postavený z ľahkej oceľovej konštrukcie, obnoviteľných materiálov a náterov a textílií s nízkymi emisiami. Zúčastnilo sa viac ako 70 000 fanúšikov.

Ocenenie

O ocenení Zlatá cena A' Design Award

Seaside Home For Music Fans Zážitková marketingová kampaň je laureát Zlatej ceny A' Design Award, nesmierne prestížneho uznania udeľovaného prvotriednym, úžasným a vynikajúcim dizajnom. Laureáti Zlatej ceny sú mimoriadne inovatívne, vizionárske a žiarivo oslnivé výtvory, ktoré odrážajú génia, múdrosť a majstrovstvo svojich dizajnérov. Od Seaside Home For Music Fans Zážitková marketingová kampaň sa očakáva, že bude vysoko chváleným, trendotvorným a monumentálnym vynálezom, ktorý prináša bezprecedentnú hodnotu. Tento dizajn ocenený Zlatou cenou A' Design Award je pôsobivé, rešpektované dielo, ktoré vo veľkej miere prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Seaside Home For Music Fans Zážitková marketingová kampaň vyvoláva intenzívne pocity túžby, prebúdza vášeň, povzbudzuje kreativitu a fascinuje nás.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: This project attracted more than 70,000 fans.
Štítky: 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
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
Pracovný postup: 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.
Členovia tímu: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin