Brand Activation | Event Marketing | Pico

Jaguar Land Rover Evoque Seesaw Display

The Idea Take a fundamental childhood experience – the seesaw – and transform it into a world record challenge for a global car brand. The Story Deep down, we are all children at heart. We love to play and have fun, and we really love a thrilling – and dangerous! – spectacle. So when Jaguar Land Rover asked us to develop a show-stopping campaign to drive online voting for their new Evoque Convertible and Hardtop brands, well, we couldn’t resist. Our client wanted to ensure that the vehicle kept its cool and unique image and gained ground on the competition. The client turned to Pico, seeking an unconventional campaign that would dazzle, shine and create brand appeal for both the Evoque Hardtop and Convertible. The team went back in time to our childhoods, thinking long and hard about all the fun things we did. Lots of thoughts and emotions bubbled up through our minds – how much pleasure it gave us to be around cool cars, the excitement of exciting and daring feats, the joy of playground equipment like slides, rocking horses and seesaws. What about…a seesaw for cars. A record-breaking one! And we were off! We spent two months working with structural engineers designing the longest vehicle seesaw the world had ever seen. Located against a dynamic urban backdrop, in Shanghai Expo Celebration Square, suspended 45 feet off the ground and a mighty 82 feet long, the seesaw balanced the Jaguar Land Rover Evoque Convertible on one side and the Evoque Hardtop on the other. The campaign integrated both Above-The-Line(ATL) and Below-The-Line (BTL) elements in the unprecedented five-week long campaign. The client proposed popularising the event through a live vote on Sina Weibo. Pico team responded by setting up a unique voting system which saw the results of the vote broadcast live on an LED screen at the top of the seesaw – the seesaw actually moved according to which car got more votes! Meanwhile, the event was also advertised through a variety of different formats around the venue – road flags, light boxes in parking areas and an outdoor backdrop ad beginning one week before the event. After careful preparation and several last-minute adjustments to take the rain into account, it was time for the fun. When the online votes started coming in, the cars rocked back and forth in the sky thanks to the pure skill of two professional driving instructors, using no hydraulic pressure at all. Guinness Book of World Records While the Evoque Hardtop eventually ‘won’ the poll with 16,789 votes; everyone was a winner when the official representative from the Guinness Book of World Records announced that we had broken the world record for the longest vehicle seesaw at 25.077m (82 feet 3 inches). It was only appropriate to cap off the evening with a victory lap for the Evoque Hardtop through the seesaw and onto the stage, and with a final stunning fireworks display. What a fantastic time! The Numbers Audience: around 30,000 on site, Online engagement stats: -23,107,000 viewed the live stream - Total view figures on the brand’s Weibo channel was double the previous view record of the Evoque campaign and 3.3 times higher than the average page view number of the platform. The Reaction The challenging launch campaign showed the constant pursuit of innovation of Land Rover and the unique lifestyle of the Evoque. We are honoured and proud to have broken the Guinness World Record for the longest vehicle seesaw. -Mr Mark Hall, ‎Executive Vice President of Integrated Marketing Sales and Service (IMSS) [IMSS was jointly established by Jaguar Land Rover China and Chery Jaguar Land Rover Automotive Co., Ltd.] This was a challenging, innovative and interesting project. There were demanding controls on both the production of the on-site facilities and the operation of the seesaw.  - Official representative of Guinness World Records

Creative Events

Hub Zero Indoor Gaming Zone

Hub Zero is the first indoor video game park in the Gulf region, offering an impressive array of immersive virtual reality attractions. This “gamer’s paradise” is located in Dubai’s prestigious City Walk development. Spanning two floors and 15,000 sq. m., Hub Zero provides an abundance of dynamic attractions for lovers of digital games of all ages. These include VR and multiplayer games, a LAN gaming area and a 4D cinema, as well as more traditional sources of fun like karaoke booths, a café and pool tables. Pico provided design concept, interior fit-out and delivered themed environments for this exciting and ground-breaking project, creating the design based on points of view and floor plans provided by the main contractor. Hub Zero is a place where the walls between reality and the virtual universe are blurred. Once visitors pass through the lobby area, they enter a totally different dimension: the gaming area. Here, they are presented with a series of streets and zones to explore, each realised in fantastic futuristic style. In this fantasy world, the guests can view key scenes from their favourite computer games at the entrance to each attraction. Using eye-catching signage and 3D elements, we created focal points for each one of the world-famous games, with these iconic elements highlighted through focused and dramatic lighting. Each attraction also has a media presentation at its entrance, displaying the relevant images and scores of the participating guests. The futuristic styling of Hub Zero’s architecture gives the entire space a hyper-modern, cutting-edge feel. Familiar signs and buildings appear subtly different as guests bathe in the warm neon glow, feeling a sense of mystery and magic emanating from the streets. In addition, Pico helped create an oversized crayon fence and oversized ruler in the children’s play area, create ruined and weathered effects on various walls and also carve a life-size 3D model of a Zombie Boy (a character from the hit game Plants Vs Zombies). Our efforts led to Hub Zero’s extraordinary synergy – this project is much greater than the sum of its parts, and has become a truly thrilling place which visitors will be able to enjoy and “live the game” long into the future.

Digital Themed Environments

2016 FIA Formula E HKT Hong Kong ePrix

The FIA Formula E Championship is the world’s first fully electric racing series. Formula E began in 2014 and has been taking the world by storm ever since, driving the future with its fusion of motorsport and entertainment. The third Formula E season began in Hong Kong earlier this month with the first-ever HKT Hong Kong ePrix. This was not only the first time an international event if this size and scale had been held on the unique, dynamic Central harbour front, it was also the biggest motorsport event ever held in Hong Kong. Pico provided full-fledged master project and event management services for the entire exciting spectacle. Our services covered all liaison and co-ordination work with the project stakeholders, including government authorities, police and fire departments, landlords and building representatives. We also provided the overall track infrastructure and facilities, pit lanes, race control rooms and corporate suites, turning a portion of the Central road network – ordinarily crowded with cars, taxis, buses and people – into a fast but secure two-kilometre urban circuit featuring long straightaways and hairpin bends, with concrete blocks and debris fences laid carefully by the roadside as a safety buffer. Our dedicated teams also played a significant role in the project management of all hospitality facilities, e-villages, grandstands and media centres, delivering the all-around excellence such a high-profile event deserved.

Hong Kong
Events Sports

HSBC Rugby Sevens Singapore

In April 2015, Singapore announced that for the next four years, it would join Vancouver, Sydney, Cape Town and Paris as a host city for the 10-leg HSBC World Rugby Sevens Series. Held at the city’s iconic National Stadium at Singapore Sports Hub on 16-17 April 2016, the first ‘Singapore Sevens’ was a world-class sporting event – an opportunity to showcase an amazing city and its facilities to rugby fans from around the world. Pico were involved in two distinct capacities: as the event manager, assisting with the conceptualisation of the outdoor fun zone areas; and in fabricating the event’s VIP hospitality suites and interactive zones. The common thread running through both activations was the task of ‘bringing Rugby to the public’ by creating engagement with various activities. The Rugby Challenge Zone Off the field, the outdoor fun zone was a definite highlight of the weekend. Called the Rugby Challenge Zone, fans had the chance to pass a rugby ball like a pro, dress up and become a rugby superhero, or take fun photos with family and friends at the photo booth. Also created were several ‘challenge stations’. Like the other attractions of the Challenge Zone, these were devised by Pico in cooperation with Rugby Singapore to introduce young players to the sport while still being appealing to adult fans. Venue decoration & logistics Leveraging its strong experience with international sporting events, the Pico team provided venue decoration and temporary overlay solutions for all the outdoor activity areas. Inside the stadium, Pico was responsible for providing logistics and venue decoration services. The logistics were particularly complicated for the Singapore Sevens: with 27,000 attendees and 16 international teams competing in fast-paced 15-minute games, timing was everything. The team’s experience and ability to deliver ensured that the players, officials and fans all enjoyed a smooth and comfortable transition from game to game. Hospitality suites Pico’s design effort to create hospitality suites at the venue necessitated several drafts as it evolved to satisfy diverse stakeholders as well as fire and safety regulations. Fabricated as well as designed by the team, the delivered spaces proved the ideal environment for VIP rugby fans – welcoming, comfortable, and close to the action on the field. Comments Angela Zhang, Marketing and Communications Manager at Rugby Singapore Pte Ltd. relates, “The World Sevens Series was a resounding success for its first year back to Singapore and Pico played a big part in realising the dream with us! We received numerous compliments from stakeholders, sponsors and attendees. The team worked well within the constraints to prepare the stadium to host 16 international teams for the event. It was a massive challenge in terms of logistics and set up and they delivered. Thank you, Pico for a job well done and we look forward to bring the event to greater heights next year!”


i Light Marina Bay 2016

Established in 2010, i Light Marina Bay was conceptualised by the Urban Redevelopment Authority (URA) both as a ‘place-making’ event for the Marina Bay precinct, and as a powerful reminder of how everyone can help conserve resources for a better future. Today, it is a true ‘signature event’ with an international appeal, encompassing stunning light art installations and a varied line-up of programming that engages and educates in equal measure. Themed ‘In Praise of Shadows’, the 2016 edition - which also marked the festival’s transition from a biennial to an annual event - aimed to push boundaries even further. The event included a campaign to encourage partners from Marina Bay area and beyond to switch off non-essential lighting and turn down air-conditioning for the duration of the event. It also allowed lighting industry partners such as Philips, Osram and Martin Professional to showcase their technologies through co-created artworks. Equally important, the 2016 edition was to engage the public with more activities, a wider variety of light installations made using energy-saving technologies and recyclable products by local and international artists, and a greater integration of festival activities with attractions at Marina Bay. The Pico team worked closely with URA, playing a pivotal role in organising and executing the event, providing full event management services – from conceptual support and artist management, to sponsorship solicitation and activation, and marketing and PR. Before moving in, the team worked behind the scenes to acquire several official permits needed to stage the event. Pico’s good working relationship with festival partners enabled all the application information to be efficiently gathered and consolidated. The Pico team responded with a well-timed manpower ‘surge’ to ensure the smooth set-up of the event’s 25 light installations while strictly enforcing Workforce Safety and Health guidelines. Maintenance of the installations – which were subject to the wear-and-tear of exposure to the elements and intense human traffic – was carried out continuously over the duration of the festival. Awareness of public safety was of equal importance, given the project’s location at the heart of Singapore’s busy financial district. Setup had to be executed within tight timeframes while foot and road traffic was lightest, leaving little room for error. Close management supervision was key to ensuring that deadlines were met without compromising quality or safety best practices. The same was true for the post-event ‘teardown’ period, which had to be accomplished within a minimum timeframe, with minimum defects, while ensuring public and worker safety. The visual signature of i Light Marina Bay comprised 25 innovative sustainable lighting installations designed by artists from Singapore and around the world, including Japan, New Zealand, Germany, Israel, Norway and the USA. Fourteen installations were created by local artists and students, underscoring the emphasis on local participation for the 2016 edition. The large number of installations and parties involved meant that the Pico team had to be highly coordinated and efficient to complete them all during the week the international artists were in Singapore. Complementing i Light Marina Bay’s fusion of urban space and illuminative art were performances and several outdoor dining options. Another notable aspect of the programme was ‘Switch Off, Turn Up’, a sequel to a similar energy saving campaign which attracted the participation of 52 buildings during the previous festival. For the 2016 edition, 73 buildings – 40 per cent more – committed to the campaign. Building on these successes, subsequent editions of i Light Marina Bay will be held annually rather than biennially. Jason Chen, Director for Place Management, URA, commented: “The festival has gained a strong following… Holding it annually at Marina Bay will allow more people to enjoy the light art installations, and more importantly, to heed our message about sustainability.” The key message of this festival aims to remind us that everyone can play their part to conserve resources for our greater future.   ROI/Results i Light Marina Bay 2016 met or exceeded organiser expectations: - More than 700,000 visitors - Generated over S$20 million in PR value - Generated over S$2 million in international media (AVE) value - Attracting high-profile corporate sponsors including Marina Bay Sands, Tudor, The Fullerton Heritage, Häagen-Dazs and OUE

Sustainability Events

Toyota at Sandance Festival

Sandance, Dubai’s premiere music festival, is an annual gathering of world-renowned musicians. Welcoming fans from all over the Emirates and beyond, this five star music festival boasts an impressive lineup of main stage events, backstage experiences, VVIP treats and of course – incredible music. From campaign conceptualization to design and fabrication, Pico created an unconventional and hip image for Toyota through a series of activations, giveaways and light-based interactive displays which brought the concepts and elements of a music beach party to life. Helping Toyota become synonymous with live music events and getting the young target audience to see that ‘Toyota is cool & edgy’, Pico provided signature activations on the master theme of each event, like Mardi Gras, Carnival and Moonlight. Keeping the energy and creativity levels high, we have helped each successive Sandance event grow in size – at the recent October 2013 Sandance, there was a turnout of 16,000 people, and the buzz continues to grow. Pico also engaged the audience through the innovative use of social media ­– including the ‘Make Some Noise’ campaign, which pulled the festival audience in with the ultimate social activity – cheering! The Toyota Roar and Noisemeter competition encouraged the partygoers to scream and shout – and those with loudest and longest scream won. But the most creative star of the show was the Toyota POSE! Activation, a fun activity which allowed party people to pose for an optical illusion-based photo-op and then immediately upload the results to Facebook. Hundreds of photos were uploaded, each full of smiles and happy faces. Through these creative social media engagements, Pico ensured that everyone was talking about Toyota, both at the festival and online! “The experience provided for visitors was resource-effective, easy and sustainable to produce, yet also very successful in attracting guest participation and interaction. Through the integration of basic social media applications, it was very effective in spreading and multiplying the intended message at rather low cost. The design thereby certainly achieved the desired publicity impact at very reasonable value for money. In the context of a music festival this kind of experience to promote a car brand is unexpected, new and innovative.” - Mr. Peter Benz, Professor of Spatial Design, Academy of Visual Arts, Hong Kong Baptist University

Engagement Events

Pico Plays it Cool at the Emirates Jazz Festival

The Emirates Airline Dubai Jazz Festival is an 11-day annual gathering of world-renowned jazz musicians. Welcoming fans from all over the Emirates, the festival boasts an impressive lineup of main stage events, backstage experiences, VVIP treats and of course - incredible music. This year, the festival experience was further enhanced with a beer garden (including a sideline stage), F&B and even an arts centre. Main sponsor Toyota added another dimension to the event with a series of activations, giveaways and light-based interactive displays which brought the concepts and elements of jazz to life. Pico provided a full turnkey activation of this event for Toyota: from campaign conceptualisation to design and build, creating a conventional yet hip image which broke down boundaries between Toyota and jazz music. Creating a KTV ‘concept stand’ and using advanced technology in an open concept festival setting were just two ways in which we cemented the link between Toyota and this free-form innovative music genre. The event was held in Dubai, close to the edge of the desert, and weather played a large - and unwelcome - part in our preparations. However, the strong winds, flying sand and chilly late nights had no effect of the dedicated Pico production and accounts teams. As with many projects, once the scope of work was confirmed, there was minimal time to deliver the project, but with tight, highly organised teams that were able to look 10 steps ahead, the production and delivery of the Emirates Airline Dubai Jazz Festival went off without a single wrong note. “The continuous support we get from Pico is heartwarming. Aside from the creative and outstanding production work, the accounts team is simply the best - thank you Pico.”  -Kelly Allison, Account Director, Gmasco Communications LLC

Engagement Events

MENA Launch of the Porsche 918 Spyder

Recently, Pico were instrumental in delivering the successful launch and presentation of Porsche’s 918 Spyder in the Middle East and Africa. Designed to create awareness and generate excitement about this incredible hybrid sports car and to allow VVIP customers to start placing orders, the ‘007’-themed event was a smooth, luxurious experience all the way. Part of a 10-market world tour, this roadshow needed to be meticulously planned and executed, as all materials needed to be moved from the airport to the event site and set up in less than 24 hours. Pico’s professionals managed the fastest project turnaround time in the world, completing this herculean task in only 15 hours. There was also an incredible level of planning involved in transporting the VVIP guest and media representative from airport to hotel to Porsche’s final - and secret! - event destination, involving limousines, flying on seaplanes and moving across  deserts. The event itself was a huge hit, with the sunglasses-sporting staff - including camels! - and the ‘007-themed’ music providing a dramatic backdrop to the guests’ first glimpse of this powerful performance car. The client was particularly impressed with Pico’s efficient team and the ‘out-of-the-box’ experiential journey we provided their customers.

Engagement Events


Sharing Chinese New Year love and blessings with the elderly

Going to 5th Emirates Physiotherapy Conference 2016? Click here to get expert assistance from Pico.


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