Project Background
On July 2, Kweichow Moutai's 2023 Ningxia Moutai Fan Carnival was held in Zhongwei, Ningxia, with more than 300 Moutai fans participating. The event used the starry sky and desert as a bridge, integrating Moutai culture with Ningxia culture to create an experience event combining brand depth and regional characteristics.
Scope of Services
The Towin team provided full-process services for this event from preliminary planning to on-site implementation, including main visual design, exhibition area construction, stage presentation, material production, interactive segment planning, and on-site execution coordination. The team combined exhibition space design with event flow experience to ensure smooth connection between brand display and guest interaction.
Execution Highlights
The main KV used blue sky, desert, and starry sky as the background, with a Moutai bottle standing in the center of the image. Elements of Ningxia landmark buildings were integrated into the bottle, forming a strong visual memory point. Countdown posters were centered on the main KV and combined the Moutai brand, culture, and products to create multiple images, building momentum for the event. The brand exhibition area set up themed displays for "Five-in-One Marketing" and "Five-Line Development," strengthening brand culture output through installations such as three-dimensional characters on the pool steps, themed three-dimensional characters, and the Xiao Mao DP point. The Starry Sky Theater product display area and the Moutai Fan Family display area used immersive displays to enhance the texture of the products. The outdoor starry sky gala built the stage atmosphere around the concept of "Hometown of Stars," using the dialogue between Xiao Mao and Xiao Xun as the thread to connect segments including the laser show, launch ceremony, torch handover, scene recitation, and dance performances, creating a warm night rich in cultural charm.
On-Site Presentation
The carnival created a desert culture market, covering interactive experiences such as traditional Chinese culture, intangible cultural heritage cultural and creative products, desert culture, and Moutai ice cream tasting. Guests used exclusive market tokens to participate in games and experienced intangible cultural heritage handicrafts, pitch-pot and cuju games, desert camel photo shoots, and desert-themed costumes, creating a lively on-site atmosphere. In the early stage of the event, the creative H5 invitation used the concept of "Make a Wish Upon a Star," combined with the design based on the main visual tone. Guests wrote down wishes, the wishes flowed into the bottle, and finally lit up the bottle, generating a wish poster, effectively enhancing guests' sense of participation and anticipation.
Brand Exhibition Area - Five-in-One Marketing
Brand Exhibition Area - Five-Line Development
Three-Dimensional Characters on the Pool Steps
Themed Three-Dimensional Characters
Xiao Mao DP Point
Starry Sky Theater - Product Display Area
Moutai Fan Family Display Area
Theater Stage
Starry Sky Stage - Three-Dimensional Characters
Project Summary
Through meticulous on-site execution and spatial design, this carnival organically integrated brand culture with regional characteristics, bringing Moutai fans an unforgettable experience. In event execution, the Towin team demonstrated comprehensive capabilities from creative design to implementation and construction, providing solid support for the brand event.
