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

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

Manama Gulf Capital Tourism

A lavish ceremony made for a particularly memorable official launch of ‘Manama Capital of Gulf Tourism 2016’.  Much of the ceremony’s monumental appeal came from its backdrop – the iconic Bab Al Bahrain, or ‘Gateway to Bahrain’. Pico had selected the landmark as a powerfully symbolic location, with its striking architecture both expressing the cultural heritage of Bahrain and welcoming visitors to the Kingdom. To kick it all off, Pico developed a complex show of pyrotechnics and live performances by traditional musicians, dancers and horses. All the elements were interwoven into a continuous spectacle that kept the crowds transfixed, reaching its crescendo as 3D video mapping against the 60-metre walls of the Bab Al Bahrain brought to life the history and touristic attractions of the Kingdom. The event came after the Gulf Cooperation Council’s (GCC) selection of Manama as a prime tourist destination, citing Bahrain’s fascinating culture and wide range of visitor activities. As a ‘Capital of Gulf Tourism’, the year 2016 will see Manama introduce an array of engaging programmes and promotions to further enhance its tourist appeal.


Art Bahrain

ArtBahrain is a brand-new art event held in the Kingdom of Bahrain, and the first large-scale art event in the country to feature both local and international artists. The primary aim of this inaugural event was to celebrate the country’s deeply artistic history and culture by welcoming international art, artists, galleries and collectors to the country, while also showcasing the talents of emerging and established local artists. The organisers wanted to provide each of these talents with a common platform to synergise, interact, learn, develop, and grow – with the common goal being motivating a wide audience of citizens, collectors and art curators from around Bahrain to embrace the arts. With any inaugural event, attracting enough sponsors to create ‘critical mass’ is always a challenge. Pico assigned a dedicated team to establish contacts and close deals, whose commendable hard work resulted in a number of high-profile sponsors being signed at the Platinum, Gold and Silver tier levels, as well as other sponsors who provided media, hotel and logistics support. Creating the venue itself also proved to be an interesting challenge. The location – a newly-reclaimed and as-yet undeveloped area of land at the heart of the business district – was the ideal place to hold this brand-new event and show off structures that only Pico could create at the same time. However, preparing the ground for the marquee and other tent structures involved a great deal of effort. First, the land had to be perfectly flattened and leveled. This process took a full week before the tent structures could be erected.  Then temporary roads and car park spaces were added, in addition to entrance walkways constructed of interlocking bricks for the VIP guests. The result was even better than anticipated, with a beautiful and attention-grabbing venue popping up in the middle of this thriving city. This first edition of the ArtBahrain saw acclaimed artists and galleries from around the world travel to Bahrain and create awareness of international art, while local talents highlighted the delights of the domestic art scene in a special area at the venue. Showcasing classical art, contemporary art, art from Southeast Asia and the Middle East as well as sculpture, digital photography and more, ArtBahrain was a truly eclectic and diverse show with something for everyone. Pico’s tasks were focused on creating the perfect environment to house the artists and their work. Delivering a dramatic dome marquee structure, alongside numerous tents and other temporary structures, the team also performed detailed interior fit-out work, as well as lighting, sound and branding. The professional museum wall and lighting systems inside the structures perfectly complemented the stunning artwork. An ArtBahrain Talk also held at the venue featured international artists and speakers discussing their common goals, whether they were collecting, investing in art or about the general art scene in the Middle East. When all was said and done, the Pico team turned the newly-reclaimed Bahrain Harbour area into a regally elegant, if temporary, home for this art extravaganza. With the first show being such a success, future editions of ArtBahrain are certain to appear. “I am pleased at how it looks. I love the size, the shape and the soul of the beating heart in the middle. It is beautifully done…We all have the same soul, we share it and we share the universe together. My work is meant to reflect that and I think this art fair has been a great platform for this. I am really pleased.” - Sacha Jafri, an artist from United Kingdom


Bahrain National Day Celebrations

Pico Bahrain was appointed by the Ministry of Works and the Ministry of Municipalities Affairs and Urban Planning to execute the 43rd Bahrain National Day in December 2014. The event was themed around the love and loyalty of the Bahraini people towards their country, with the flag colours white and red complemented by Islamic motifs and contemporary design elements embellished in gold. The Pico team used a water concept to create a spectacular celebration. Bringing in water fountains from France, lasers from Belgium, multimedia production from Italy, projectors from Germany and fireworks from Dubai and Europe, Pico Bahrain gave the audience a rare experience, reliving the story of the island nation. The show commenced with the national anthem and a Quran reading, followed by a trip down memory lane through a presentation on the history of Bahrain. The country’s heritage and culture came to life on water screens, accompanied by an elegant poetry recital. The second act took the audience through Bahrain’s journey towards a modern kingdom. The final flourish was a laser and fireworks show celebrating the King.

Events Venue Management

Royal Tour of the Bahrain Defence Force Military Museum

On 5 February 2013, as part of the Bahrain Defence Force’s 45th anniversary celebrations, His Majesty King Hamad bin Isa Al Khalifa, officially opened the Bahrain Defence Force (BDF) Military Museum. In December 2012, Pico was commissioned to design and create the museum displays spanning 11 themed halls, within a period of three months. The museum houses paintings, documents and photos documenting the history of Bahrain's military and the Defence Force, and also displays the flags and weaponry of various BDF units. After the national anthem, His Majesty the King unveiled the commemorative plaque and then embarked on a guided tour of the museum. His Majesty the King toured the Bahrain's Rulers' hall, the halls of historical forts and documents, the Arabian horses' hall and the hall of antique weapons. He then inspected the army, navy and air forces sections and the display of uniforms and medals. Display highlights included the BDF’s participation in significant historical events, such as the war to liberate the State of Kuwait. After the tour, His Majesty signed in the VIP guest book and expressed his pleasure with the museum, adding that the museum preserves national military history and takes pride in the Bahraini people's military achievements. His Majesty the King hailed the Defence Force’s landmark historic achievements and expressed his thanks and appreciation to the BDF for their successful work. The Military Museum is scheduled to open to public in the later part of 2013.

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