Taobao Design 的作品 Seaside Home For Music Fans 体验式营销活动

设计师 Taobao Design 的作品 Seaside Home For Music Fans 体验式营销活动荣获了极具声望的 2025 A' Design Award 金奖，竞赛类别为广告、营销与传播设计。

金广告· 2025

Seaside Home For Music Fans 体验式营销活动

设计师： Taobao Design

客户: Taobao Design

广告类别A' Design Award 金奖获奖者

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已验证的获奖者

验证 #171886 的获奖状态

在A' Design Award上查看新闻稿获奖徽章

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设计作品

关于 Seaside Home For Music Fans 体验式营销活动

《海边音乐迷之家》是为在阿那亚举办的一场音乐与艺术节打造的场景化营销项目。品牌标志性的立方体被转化为一束探照灯,并融入海岸线渐变色彩与声波波形造型。线下展区通过互动装置带来多感官体验展示与音乐主题游戏。互动直播让远端观众也能云游各展区并观看演出。场地采用轻型钢结构、可再生材料以及低排放涂料与织物搭建。活动共吸引超过7万名乐迷到场。

荣誉认可

关于A' Design Award 金奖

Seaside Home For Music Fans 体验式营销活动是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Seaside Home For Music Fans 体验式营销活动将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Seaside Home For Music Fans 体验式营销活动激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: This project attracted more than 70,000 fans.
标签: 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
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
操作流程: 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.
团队成员: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin