Mercedes-Benz Hong Kong E-Class Launch Event
Mercedes-Benz Hong Kong needed to create an unforgettable and luxurious experience for their VIP clients and new prospects introducing them to their latest and smartest range of cars. The product of over one billion euros of investment and four years of development, we presented the Mercedes-Benz E-class as a true Masterpiece of Intelligence. A key point for our team was to communicate the value of Mercedes-Benz’s unique new driving technology, present in every aspect of the E-Class, and how this technology has been tailored to the Hong Kong market. We brought these elements to life by creating close connections with journalists, VIPs and public visitors both before and during the event. The event itself was intelligently designed and focused fully on the customer. This experience began upon arrival: a 25m long kinetic LED wall display provided interactive visual content, a 180 degree social media sharing photo booth allowed visitors to share the moment with their friends and contacts, and a VR experience zone helped showcase the driving intelligence of the E-class. Afterwards, all the guests were treated to an incredible launch show, an amazing high-velocity driving demonstration and their own personal test drive. Unusually for an event, we gave reporters full access to all aspects of the event, including the interactive driving experience, allowing them to become brand advocates by experiencing the technology first hand. The gigantic 25m long kinetic LED wall display was the first such wall in Hong Kong programmed to interact with creative visual content and performance. Our team worked closely with those involved to ensure that the visual content, dance performance and LED movement programming were all perfectly harmonised. The key to solving the challenge was teamwork and communication – by holding regular technical and creative briefings, producing pre-visual renderings allowing the parties to visualise how all the elements worked together, and holding numerous intensive rehearsals, the technicians and artists gelled together and were able to resolve all unexpected and surprising issues ahead of time. The result was a stunning, note-perfect delivery. As for the venue, the ‘raw’ outdoor space meant that there were issues with keeping the structures level and with potential flooding on uneven ground, especially since the event took place during the rainy Hong Kong summer. These issues were addressed by reworking the venue layout to keep the tent structure away from potential flood zones and by creating a 1,600 sq. m. scaffolding platform and tent structure to ensure the visitors – and the cars! – stayed dry and secure. This necessitated quick thinking and seamless last-minute logistics – two things that Pico excels at. Facilitating the simultaneous arrival and departure of 850 VIP guests required a multi-pronged approach: we converted an abandoned grassy area into a temporary 4,000 sq. m. car park, and then provided deluxe valet parking services for private drivers. We also arranged branded luxury shuttle buses from various locations and even a branded shuttle boat which travelled from Central direct to West Kowloon. “Mercedes-Benz Hong Kong is grateful to Pico for the exceptional work they put into our recent E-class launch event. The team demonstrated skill, persistence and outstanding creativity at all stages – from event planning through to final delivery.” - Peter Larko, Head of Marketing Communications & Public Relations, Mercedes-Benz Hong Kong Limited Results - Facebook launch video attracted 100,000 views - Mercedes-Benz Hong Kong Facebook page saw an increase of 1,000 Likes during launch week, up from the usual figure of 100 new Likes per week - Generated 400 test drives - Attracted over 2,000 sales enquiries - Visitor flow exceeded estimates by 20 per cent: over 3,800 target customers enjoyed the Mercedes-Benz experience during the four-day event. By highlighting the company’s intelligence and thoughtfulness regarding the Hong Kong market, this launch event drove home that Mercedes-Benz are truly ahead of the pack.
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.”
BMW M Power Day 2016
In early July, Incheon South Korea is always hot, steamy and filled with promise. This electric atmosphere provided the perfect backdrop for the BMW M Power Day 2016 – an exclusive event organised by the global automotive icon, which saw VVIPs and their companions invited on a thrilling excursion from Hong Kong to Korea. Here, they attended intensive driving courses, learned more about the latest BMW models, and visited the BMW Driving Centre to check out new cars, receiving official BMW certificates at the end of the course. Pico teams from Hong Kong and Korea worked together to make this exclusive trip as delightful as possible for the participants, providing on-site guest experience management services, including creating exquisite customised giveaways and producing digital record that captured VVI Ps’ unique driving experiences. This quick but action-packed trip was a huge treat for the participants and the organisers alike, filled with unique and exciting experiences which reminded everyone of the thrill and excitement of these high-tech luxury vehicles.
Hong Kong Red Cross Humanitarian Education Centre
The 1,200 sq. m. Humanitarian Education Centre at the Red Cross Headquarters in Hong Kong is a somber and frightening place – for a good reason. Designed to educate Hong Kong people about the horrors of war and its aftermath, the Centre provides an educational and experiential trip into the dark heart of humanity. Pico provided fit-out work, delivered the experiential installations and other associated work in the Exhibition and Exploration Zones of the Centre. The most challenging part of this project was the synchronisation of the AV scene control system. Allowing visitors to see and experience the effects of war on children as they pass through different zones, the system’s sequencing must be perfectly timed in order that the AV production matches with live activities and scenarios. "Hearty thanks for all your efforts and contribution to make our Humanitarian Education Centre come true. With this Centre in place, we can disseminate humanitarian value and perspectives to the general public, making this world a better one." - Bonnie So, Secretary General, Hong Kong Red Cross
Yi Jia International 12th Annual Celebration & 2015 Yi Jia International Annual Heroes Awards
Yi Jia International is a global group with diverse interests ranging from cosmetics to jewellery, tourism, high-tech, investment and real estate. Each year, the firm celebrates its anniversary with an equally diverse event that combines banquet and award ceremony with product exhibition and entertainment. For Yi Jia’s 12th anniversary, it all came with a new twist: as well as marking the culmination of a successful year, the event would be a milestone in the development of a new corporate social responsibility (CSR) initiative. To make it happen, Yi Jia collaborated with the Pico team, who provided overall event management including programme creation, organising performances, and providing stage props and multimedia content. Organising the CSR component formed a major part of the three months of preparation behind the event. Pico evaluated possible Hong Kong beneficiary organisations and subsequently worked to define Yi Jia’s CSR engagement and integrate this new element into the anniversary programme itself. In due course, Yi Jia selected the Ebenezer School and Home for the Visually Impaired as the focus of its CSR commitment, enabling the Pico team to organise pre-event outreach day – visiting the home by Yi Jia senior management and distributors in February 2016. Other long-term planning is in the pipeline which includes providing train-the-trainer sessions for teachers of the School to help them organise ongoing fundraising activities. Later, at the awards event itself, a four-hour programme included awards to outstanding staff members, a showcase of the firm’s flagship ‘Maione’ skincare brand, multimedia presentations, and live entertainment. Here too, CSR again took its place in the spotlight: the programme featured both a 30-minute CSR session and a lively stage performance by children from the Ebenezer School – the latter proving one of the highlights of the evening. Results Solid planning and organisation ensured that the event had the intended effect of recognising excellent staff performance and celebrating Yi Jia. The addition of a CSR element, however, gave the 2016 anniversary an enduring impact, raising HK$560,000 for a good cause while inaugurating a new era of community engagement that will elevate Yi Jia’s profile and galvanise its employees to ‘go the extra mile’. Added Remy Wong, Ebenezer School’s Deputy Chief Executive Officer: “We would like to particularly commend [Pico] for your tremendous effort and professional advice, without which the two events would not have been so successful.” Mr. Wong also commented that their students and teachers enjoyed the events, which helped them broaden their life exposure.
Visual Merchandising for Lancôme retail store displays
Pico was commissioned by Lancôme to deliver bespoke visual merchandising services for in-store and window displays at four Lancôme stores across Hong Kong. The displays were an integral part of the launch of Lancôme’s Blanc Expert Cushion Compact. Based on the client’s design and working to precise standards, the team carefully produced and installed the window displays, taking extra care to ensure that the desired ‘floating' effect was successfully achieved.
Mercedes-Benz GLC Driving Event
Mercedes-Benz Hong Kong Limited imports and distributes the brand’s comprehensive range of luxury passenger cars and commercial vehicles in Hong Kong and Macau. They actively perform sales and after-sales activities to further cement Mercedes-Benz’s growth in the region, while remaining dedicated to reinforcing their core values through different public and private events. In early November, Mercedes-Benz held a totally unique and spectacular off-road private driving event at Hong Kong’s Central Harbourfront. Raising brand awareness, particularly of their SUV models, was their primary goal with Mercedes-Benz wanting to provide their elite customers with an advanced driving experience which reinforced their brand values of safety, comfort and driving dynamics. Guided by professional drivers, guests got to personally experience the high performance and superior driving dynamics of the brand’s different SUV models as they passed through checkpoints on a specially-designed course stretching over an eye-popping 36,000 sq. m. The Central Harbourfront was transformed into a cross-country track and divided into two massive test driving zones. The ‘drifting zone’ allowed attendees to skid into specially-arranged sharp turns; while in the ‘off-road zone’, various checkpoints simulated features which would be found in real off-road areas – steep hills, muddy swamps, logs and gravel patches, each providing different levels of camber. A total of one media session and nine customer sessions were held, with Pico providing creative design, production, site operation and event management services throughout the event. Pico also focused extra attention on boosting brand awareness in the immediate area. The team designed immersive venue decorations to capture the attention of the many pedestrians passing through Central’s crowded streets and buildings during the daytime. We branded the client’s logo on top of the 15.5m wide, 50m long and 5.7m high hospitality marquee, and surrounded the venue with 60m long promotional fence banners. Our branding efforts did not stop when the sun set. We designed and created a gigantic 21.8m lightbox displaying Mercedes-Benz’s iconic three-point logo which lit up the centre of the venue, adding to the breath-taking night view of Victoria Harbour and the city’s skyline. This lightbox was easily visible from Central’s crowded pedestrian walkways and buildings like IFC and the AIA Centre. In addition to the lightbox, our team created an eye-catching arch entrance complemented by exterior branded fencing banners and flags. All key visuals at the venue, from the merchandising area to the off-road signage and guest passes, were also designed by our experts. We built an LED wall in the briefing room, which showed a promotional video, producing a stunning visual experience for the attendees. Our team also strategically designed the layout of the F&B area and the inside of the marquee, creating a luxurious yet comfortable environment for all the guests. To add a social dimension to the event, we arranged an “Instaphoto” service to capture guests enjoying their exclusive experience. These photos were shared on multiple social media platforms, further intensifying the brand’s exposure. The five-day event attracted a huge number of reporters and guests, receiving great write-ups and favourable feedback. As this was the first time anyone had held a driving event in the very centre of Hong Kong, there were no existing precedents for the permits required or the logistics involved in the set up. Our team had to approach and negotiate with numerous different government departments, and then leverage our years of experience to manage and execute the complex logistics for the large-scale setup, which included a 50m long marquee and the huge branding logo lightbox, all within three days!
‘Event Agency of the Year 2016’ plus Four Golds for Pico Singapore at Marketing Events Awards 2016 in Singapore
Let Pico activate your 14th Hong Kong Mega Showcase mission
Mercedes-Benz Hong Kong E-Class Launch Event
Poly Auction’s Spring Auctions 2016
Going to SIGGRAPH Asia 2016 Macao ? Click here to get expert assistance from Pico
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