Brand Activation | Event Marketing | Pico
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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!”

Singapore
Sports

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

Singapore
Sustainability Events

Automation India 2015

The Automation Exhibition has been running since 2002, showcasing the latest in automation technology in use throughout numerous Indian industries, including manufacturing, control systems, mining and many others. As official show contractor for Automation 2015 at Mumbai’s Bombay Exhibition Center, Pico delivered Octonum stall construction for the show in Hall 5 and Milton Hall 1, creating 760 sq. m. of bright and spacious stalls for the exhibitors.

Mumbai
Exhibitions

PlastIndia 2015

Plastics are one of the fastest growing industries in India and are set to play a vital role in the Indian economy, both now and in the future. The next two decades will witness explosive growth in all sectors of the plastics industry and the Plastindia Foundation will be at the centre of this growth. At the Plastindia 2015 exhibition, held this year at the Gujarat Fairgrounds, major associations, organisations and institutions came together to promote and assist the growth and development of the industry. Pico had the honour of activating the presence of three clients at PlastIndia 2015, namely Borouge, Dow Chemical and ExxonMobil. Industry-leading Borouge is a joint venture between the Abu Dhabi National Oil Company and Austria-based Borealis. The company provides innovative and creative plastics solutions to its target market. Pico helped with conceptualisation and designed and fabricated Borouge’s 220 sq. m. booth. The Pico team was tasked with creating high-profile brand exposure and awareness in the emerging India market. One key difference separated this booth from the others: it was specifically designed to travel to cities across India. This meant that in addition to being eye catching and attractive, the booth was also eco-friendly and easy to dismantle and reassemble. Borouge’s booth was an all-around winner at Plastindia 2015, taking the runner up prize in the stall awards. “Thank you for all your efforts, your trusting relationship and the onsite support you provided to me and my team.” - Marie Shenouda Regional Communications Manager, Asia South, Borouge For Dow Chemical, we provided a turnkey proposal for design and build, multimedia and project management services for their 210 sq. m. booth. Focusing on two key objectives – brand focus and product solutions, the Pico team’s innate project management skills ensured that the build up was properly coordinated and the best outcome delivered to the client. For ExxonMobil, Pico provided total brand activation services which included design concept, structural fabrication and project management for the booth, which showcased ExxonMobil’s products designed specifically for the India market. Our team focused on creating a positive and insightful experiential journey for visitors through product display technology and digital tools. The uniquely-shaped space provided for the booth proved to be a challenge, as it did not allow for traditional design and set up, but using our creativity and experience, we leveraged this demerit to everyone’s advantage, producing an open and welcoming space that hit all the client’s targets.  

Ahmedabad
Exhibitions

TV Today Network

Creating new television studios for a globally-significant media group is a task best left to professionals. One of the India Today Group’s television holdings - TV Today - did just that when they needed a new building lobby and new broadcast studios for their Aaj Tak and Headlines Today channels. Adhering to strict standards and pre-testing the full-length backlit lightboxes and all studio colours to ensure that they were suitable for broadcast was part of the job, as was making sure all fitting details were checked and approved by the client and consultant. Despite a number of complications the project was a complete success.

Noida
Interior & Retail

News

Pico Singapore Wins Platinum A’ Design Award 2015-2016

Let Pico’s experts activate your presence at Broadcast India Show 2016.

Specialties
Services

Transform brand visions into reality by creating meaningful experiences that deliver optimum returns for clients

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Disney Channel Asia’s ‘Dream Big, Princess. Be a Champion’ promo video

Singapore
Digital

1000 Singapores Exhibition

Singapore | Paris
Exhibitions

Taking part in SmartCards Expo 2016? Our experts can help!

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

Wanders into the Flow of Literature: The Chinese Calligraphy of Law Ching Bor

Hong Kong
Exhibitions

A Visit to the Valley of the Deer

Kuala Lumpur
Events