From an automotive perspective, 2012 has got off to an incredible start throughout China - from Guangzhou to Shanghai to Beijing, manufacturers from around the world have been showing off their latest and greatest innovations. Pico teams have been in high gear helping these companies activate their brands and engage customers, retailers and the general public.
Pico had a huge presence at Auto China 2012, China’s preeminent car exhibition held at the China International Exhibition Centre. Pico helped SAIC Motor highlight the refined elegance and luxury of their Roewe and MG brands in a 23-car, 2,400 sq. m. booth. Despite a tight timeline, the Pico team stayed true to the client’s brief and provided a high-quality, British-themed product which impressed visitors from across the spectrum.
Pico also emphasised the brand vitality of South East Motors by creating a fashionable and dynamic atmosphere at their “Passion Up-Changing Lives” booth. By creating a themed souvenirs and other accessories, Pico helped South East Motors spread their message - and their brand - across the show.
The French car-making giant’s joint venture company Dongfeng Peugeot commissioned Pico to take charge of building their complex and emotionally engaging 1,346 sq. m. booth. Working to highly specific plans and with intricate lighting and AV systems, the end result was a stunningly unique, detailed and warm stage for Dongfeng Peugeot’s products.
The Infiniti booth had a number of ‘above and beyond’ requirements. It had to be a stage from which to
announce the world premiere of the Infiniti M LWB 2.5L and the Asian premiere of the EMERG-E. It had to be a platform to unveil the Blue Essence concept car and to show off new Infiniti’s new technology.
It had to be a forum to announce market objectives and expectations and global results. Most importantly,it had to be an arena to generate more retail sales in the China market. Working with the IBU global team, we ensured the highest standards were adhered to at all times and produced a 1,023 sq. m. booth which allowed Infiniti to deliver on all their objectives.
The Volkswagen Group made a huge debut at Auto China with a designated “Volkswagen’s Hall’, housing all the Group’s brands under one roof. Pico was proud to be the first non-Germany-based agency ever appointed to deliver the Group’s flagship brand, Volkswagen. The hall covered 3,700 sq. m. of floor space under a stunning sky made of special effect clouds and a highspecification coffee garden on the upper deck level.
The hundreds-strong team of Pico staff worked to an extremely tight and challenging schedule to deliver their best to this valuable client. PACCAR China are a division of the leading American truck behemoth with several famous brands under its umbrella like Kenworth, DAF and Peterbilt. One of PACCAR’s objectives at the show was to bring these brands together and ensure they were associated with PACCAR.
We designed the booth and the associated promotion using this theme. However, last-minute changes resulted in only DAF trucks being available for the show, and some hasty changes needed to be made. Despite the pressure, PACCAR China recruited new dealers for their products and further publicised their brands.Pico also helped activate the Mitsubishi and Nissan brands at Auto China, and provided luxury brand Lotus China with an indoor and outdoor platform for their incredible range of prestigious, highly-coveted sports cars.
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