Brand Activation | Event Marketing | Pico

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

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


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


Explorium - Omni-channel Business Research Laboratory

Pico Plus’ unique 360-degree integrated marketing capabilities allowed Pico to play a significant role throughout the planning and implementation of a new large-scale retail laboratory in Shanghai. Named ‘Explorium’, the laboratory is an omni-channel platform and exhibition dedicated to conducting rapid experimentation with omni-channel techniques and trends that are shaping the future of retail. Explorium is operated by the Fung Group in partnership with Pico and IBM. It is located within more than 23,000 sq. m. (nearly 250,000 sq. ft.) of trade exhibition space at LiFung Plaza, where it provides a controlled setting for businesses to observe and explore in real time how consumers interact with new technologies, products and environments. Among the technologies in the laboratory are virtual-reality fitting rooms, magic mirrors that bring images to life and 3D printing for creating customised products. Brands are also using Explorium to understand opportunities in China for their products and services, based on consumer feedback collected and analysed at the laboratory. Retailers are also using it to test different store concepts. Lawrence Chia, Pico’s Group Chairman said, “We are extremely pleased to have our strong project team working with leaders from the retail and data technology industries and have played a vital part in the strategy, planning and execution of Explorium in areas related to branding, experiential marketing and digital media.” Fung Group Chairman Dr Victor K. Fung said the initiative was sparked by challenges occurring in retail across the world, especially in China. “Everything we thought we knew about how consumers decide upon what they buy, where they buy, when they buy, how they buy and how they pay is changing.” Dr Fung added that there were no preconceived ideas about which omni-channel business models would emerge from Explorium. “As with most experiments of any lasting value, the greatest measure of success may simply be how much we learn from the results,” he said. “A key advantage for participating brands and retailers is that, with Explorium, they can experiment, incubate and iterate at high speed while minimising their cost and risk.”

Integrated Engagement

Ford Thailand New Ford Ranger Launch Event

Pico was recently entrusted with the task of creating a ‘talk of the town event’ for Ford Thailand which would introduce, launch and generate healthy initial sales for the new 2015 Ford Ranger truck. Ford wanted to give Thailand an incredible experience which would showcase the strengths of the new vehicle and accelerate across-the-board awareness of the Ford brand. An added impetus for our team was that it had been five years since we last worked with Ford, so this event provided an excellent opportunity to reconnect with this valuable client. Delivering turnkey concept, design and event management services, on a ‘Built Ford Tough’ theme, the guests were treated to a spectacular stunt show which blended stunning stunt driving and live performances with striking visuals and music from a full orchestra. A particular highlight was a scene where the Ford Ranger pulled a giant 40 ft. container. We designed every element to create immeasurable excitement and further engagement to successfully energize the Ford brand and the new Ranger. The two-day sales event also included five test drive stations in the performance area which allowed our guests to experience professional stunt drivers behind the wheel of the Ford Ranger. The thrilling event, held over 5,000 sq. m. at Bangkok’s EZ Park attracted 800 visitors to the launch and a total of 2,700 guests to the sales event. Most importantly, 525 new Rangers were sold, a highly-satisfying figure for both Ford Thailand and Pico.


Baku 2015 European Games

After 17 exciting and unforgettable days of competition, the first European Games drew to a close on 28 June. In 20 sports held across 18 venues, athletes from across Europe made history in the city of Baku and many thousands of visitors bore witness to festival of top-level sport, while some 6,000 leading athletes from 49 nations showed off their incredible skills. Pico’s mega-event experts proudly provided first-class design, fabrication and completion of overlay work at two major venues at Baku 2015 for Road Cycling and Triathlon. "We are thrilled to be part of Baku 2015. Pico’s proven track record in providing venue overlay solutions for mega sport events has added tremendous value to delivering top-class ‘battlefields’ for the various cycling events and the triathlon events." - Sharon Soh, Executive Director, Pico Projects International Hong Kong Over the last decade, Pico has provided temporary venue overlay solutions for many of the world’s biggest sporting occasions, beginning with the 2004 Athens Olympics, followed by a number of Olympic Summer and Winter games, Asian Games, Commonwealth Games, Asian Beach Games, Formula One Grand Prix, Golf Opens and many other high-profile events around the world. Our participation in Baku 2015 further strengthened our mega sports events portfolio and our global presence.  

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‘Event Agency of the Year 2016’ plus Four Golds for Pico Singapore at Marketing Events Awards 2016 in Singapore

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