Brand Activation | Event Marketing | Pico
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Pico at the Rio 2016 Olympic Games

Now that the 2016 Rio Olympic Games are over, we can look back fondly and remember how Rio gave the world an incredible, unforgettable sporting extravaganza. Pico activated the presence of several global giants at the games. First, we proudly supported Worldwide Olympic Partner Procter & Gamble, helping creating the P&G Family Home – the company’s 2,000 plus sq. m. ‘home away from home’; a place where famous brands under the P&G umbrella served athletes, mothers and families from around the world for the duration of the Olympic Games. Our team’s efforts were reflected in every detail of this space. In the salon area of the home, where guests could enjoy hot towel shaves in barber chairs, hairstyling, makeovers and nail treatments, courtesy of P&G’s headline brands, we delivered the salon stations, the grooming area and manicure areas for the salon. We also delivered the disco area, interview rooms, a recreational area for children and an outdoor bar area. Our team supported two global media giants at Rio 2016 as well. We designed and built the BBC's broadcasting studio at the International Broadcast Centre. We also provided catering tents for kitchens for both competition and non-competition venues for NBC, the US broadcast rights holder for Rio 2016. These tents, complete with fully-functioning kitchens, were spread over five zones at the games and put up in conjunction with our event partner, Behind the Scenes. John D. Crisafulli, President/Managing Director of Behind the Scenes Inc. said “Congratulations to your team once again on delivering a successful project to BTS and our client, NBC Olympics, the U.S. rights holder broadcast company for the Olympic Games…Thank you for your services and support of our RIO 2016 Project. We look forward to continuing our relationship with your company at future events and the Olympic Games.” 

Rio de Janeiro
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!”

Singapore
Sports

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

Singapore
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

Dubai
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

Dubai
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.

Dubai
Engagement Events

News

Pico Ranked First in Special Events Magazine’s 2016 Annual List of 50 Top Event Companies

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

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Dubai Internet City at GITEX 2015

Dubai
Exhibitions

Dubai Production City at DRUPA 2016

Duesseldorf
Exhibitions

Let Pico’s experts activate your presence at ATCE

New technology brings new engagement

Technology is transforming our world and our industry. The way brands engage with their audiences is also changing. Today, clients are looking for technological solutions which will create memorable, unique and state-of-the-art experiences to generate interest in their products or services… Read more

DOW at Middle East Coatings Show 2016

Abu Dhabi
Exhibitions

DNV GL at WFES 2016

Abu Dhabi
Exhibitions