Brand Activation | Event Marketing | Hong Kong

The Hong Kong Event Agency that Breaks the Mould


Go above and beyond with true innovation that activates your brand, engaging and captivating your target audience. For an event to stand out in cosmopolitan city like Hong Kong, it has to be truly special. Pico’s total brand activation approach is an insightful, response-driven approach that creates immersive audience experiences in HK that consistently pushes the envelope with unique, compelling ideas that will put your enterprise front and centre. We pride ourselves in devising tailored, synergistic event management solutions that both inspire and delight. We are event marketing experts with almost half a century of experience in identifying, developing and executing concepts that engage the right audience in the right way.

Diversity, innovation and inspiration are the core strengths of our event management company in Hong Kong. Backed by an international team of creative and passionate professionals, Pico remains at the forefront of innovation, design and cultural understanding. With every new project, we tap into this diverse wealth of knowledge to develop something that is truly exceptional and ahead of its time. As a premier corporate event planner, we consistently strive to take ourselves beyond client expectations to generate compelling moments and form deep and lasting relationships with the right audiences.

Our event management capabilities in Hong Kong extend across many industries and circumstances. From conferences and exhibitions, to venue management and corporate events, our inspired professionals designing, manage and execute a wide range of HK events. We have been consistently recognized as a leader in the event planning industry, a reputation that has won us numerous awards and accolades. Pico have a proven track record of developing inspired event concepts which reconcile the goals of the client with the needs of the audience, igniting the right emotions and stimulating the desired responses. For more information on our event company in Hong Kong, please contact us today.


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

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

Hong Kong
Themed Environments

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. 

Hong Kong

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.

Hong Kong
Interior & Retail

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!

Hong Kong


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