Jaguar Land Rover Evoque Seesaw Display
The Idea Take a fundamental childhood experience – the seesaw – and transform it into a world record challenge for a global car brand. The Story Deep down, we are all children at heart. We love to play and have fun, and we really love a thrilling – and dangerous! – spectacle. So when Jaguar Land Rover asked us to develop a show-stopping campaign to drive online voting for their new Evoque Convertible and Hardtop brands, well, we couldn’t resist. Our client wanted to ensure that the vehicle kept its cool and unique image and gained ground on the competition. The client turned to Pico, seeking an unconventional campaign that would dazzle, shine and create brand appeal for both the Evoque Hardtop and Convertible. The team went back in time to our childhoods, thinking long and hard about all the fun things we did. Lots of thoughts and emotions bubbled up through our minds – how much pleasure it gave us to be around cool cars, the excitement of exciting and daring feats, the joy of playground equipment like slides, rocking horses and seesaws. What about…a seesaw for cars. A record-breaking one! And we were off! We spent two months working with structural engineers designing the longest vehicle seesaw the world had ever seen. Located against a dynamic urban backdrop, in Shanghai Expo Celebration Square, suspended 45 feet off the ground and a mighty 82 feet long, the seesaw balanced the Jaguar Land Rover Evoque Convertible on one side and the Evoque Hardtop on the other. The campaign integrated both Above-The-Line(ATL) and Below-The-Line (BTL) elements in the unprecedented five-week long campaign. The client proposed popularising the event through a live vote on Sina Weibo. Pico team responded by setting up a unique voting system which saw the results of the vote broadcast live on an LED screen at the top of the seesaw – the seesaw actually moved according to which car got more votes! Meanwhile, the event was also advertised through a variety of different formats around the venue – road flags, light boxes in parking areas and an outdoor backdrop ad beginning one week before the event. After careful preparation and several last-minute adjustments to take the rain into account, it was time for the fun. When the online votes started coming in, the cars rocked back and forth in the sky thanks to the pure skill of two professional driving instructors, using no hydraulic pressure at all. Guinness Book of World Records While the Evoque Hardtop eventually ‘won’ the poll with 16,789 votes; everyone was a winner when the official representative from the Guinness Book of World Records announced that we had broken the world record for the longest vehicle seesaw at 25.077m (82 feet 3 inches). It was only appropriate to cap off the evening with a victory lap for the Evoque Hardtop through the seesaw and onto the stage, and with a final stunning fireworks display. What a fantastic time! The Numbers Audience: around 30,000 on site, Online engagement stats: -23,107,000 viewed the live stream - Total view figures on the brand’s Weibo channel was double the previous view record of the Evoque campaign and 3.3 times higher than the average page view number of the platform. The Reaction The challenging launch campaign showed the constant pursuit of innovation of Land Rover and the unique lifestyle of the Evoque. We are honoured and proud to have broken the Guinness World Record for the longest vehicle seesaw. -Mr Mark Hall, Executive Vice President of Integrated Marketing Sales and Service (IMSS) [IMSS was jointly established by Jaguar Land Rover China and Chery Jaguar Land Rover Automotive Co., Ltd.] This was a challenging, innovative and interesting project. There were demanding controls on both the production of the on-site facilities and the operation of the seesaw. - Official representative of Guinness World Records
2016 FIA Formula E HKT Hong Kong ePrix
The FIA Formula E Championship is the world’s first fully electric racing series. Formula E began in 2014 and has been taking the world by storm ever since, driving the future with its fusion of motorsport and entertainment. The third Formula E season began in Hong Kong earlier this month with the first-ever HKT Hong Kong ePrix. This was not only the first time an international event if this size and scale had been held on the unique, dynamic Central harbour front, it was also the biggest motorsport event ever held in Hong Kong. Pico provided full-fledged master project and event management services for the entire exciting spectacle. Our services covered all liaison and co-ordination work with the project stakeholders, including government authorities, police and fire departments, landlords and building representatives. We also provided the overall track infrastructure and facilities, pit lanes, race control rooms and corporate suites, turning a portion of the Central road network – ordinarily crowded with cars, taxis, buses and people – into a fast but secure two-kilometre urban circuit featuring long straightaways and hairpin bends, with concrete blocks and debris fences laid carefully by the roadside as a safety buffer. Our dedicated teams also played a significant role in the project management of all hospitality facilities, e-villages, grandstands and media centres, delivering the all-around excellence such a high-profile event deserved.
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
World Halal Week 2016
The World Halal Conference, organised by Halal Industry Development Corporation, was held at the Kuala Lumpur Convention Centre in late March 2016 as part of World Halal Week. Pico was honoured to have been appointed as the official contractor for this prestigious annual exhibition, which brings together heads of governments and prominent leaders to share their views, provide the latest updates on developments in the Halal industry, deliberate pertinent issues and network to sustain the dynamism and strength of the Halal economy.
Responsible Finance Summit 2016
The annual Responsible Finance Summit is organised by the RFI Foundation and co-organised by ME Global Advisors, two world-leading institutions which are setting the agenda for sustainable and inclusive economies and creating important connections within the broader responsible finance industry. This year’s summit was held on 30 and 31 March at Sasana Kijang in Kuala Lumpur. Pico was chosen to design, fabricate and execute this inspiring and important event.
New Pandora Outlet at Mid Valley Megamall
Pandora jewellery is sold in approximately 9,500 stores around the world. The brand has recently begun a roll-out of a new store design concept called ‘Pandora Evolution’ which, in addition to refreshing the stores’ look and feel, will also enable Pandora to lower their energy consumption footprint. The energy saving component of the new store concept relies on LED lights and low wattage (between 20w and 35w) light bulbs, the use of which will also reduce the need for air conditioning. These eco-friendly features will help cut electricity consumption in an average Pandora store by up to 50 per cent. Pico was proud to have been chosen by Pandora Malaysia to build all the new Pandora outlets around Malaysia. One of these concept stores, located in Kuala Lumpur’s luxurious Mid Valley Megamall, was completed in mid 2016.
Expo Milano 2015
Expo Milano 2015 After a long and exciting buildup, Expo Milano 2015 has finally begun! Running from 1 May to 31 October, this universal expo with its vital theme “Feeding the Planet, Energy for Life” is turning the incredible city of Milan, Italy into a global showcase. Over 140 participating countries are at this moment showing the world how their home-grown knowledge, research and technology can serve one of humanity’s most important needs: guaranteeing healthy, safe and sufficient food for everyone, while respecting the needs of our planet at the same time. Pico is delighted to be involved in the activation of four pavilions at Expo Milano, our ninth World Expo in 30 years. The Argentina, Brunei, Cambodia and Malaysia Pavilions are currently up and running and attracting visitors from all over the world, with our teams revelling in the thrill of playing a part in bringing this huge global event to life. Each of the pavilions had their own unique features and special requirements. Our teams’ high level of expertise and deep world expo experience delivered excellence on every level for each pavilion. The Malaysia Pavilion We began by providing full expo activation services for the stunning 2,400 sq. m. Malaysia Pavilion. Created as a thematic journey “Towards a Sustainable Food Ecosystem’, the pavilion’s story explores Malaysia’s versatility and dynamism, its stunning economic transformation and its continuing path to sustainable development. With its distinguished external structure formed in the shape of four ‘rainforest seeds’, the pavilion incorporates cutting-edge green and sustainable elements, showcasing our capabilities in both design and innovative materials – particularly the external structure of the ‘seeds’, which employed ‘Glulam’, glued laminated timber, an innovative structural timber product made from sustainable material from Malaysia. Our work on the Malaysia included conceptual design, content development and event management, which included building the pavilion and its interiors and exhibitions, providing exhibition content development, and overseeing pavilion operations, publicity and promotions and the planning and implementation of all events and activities within the pavilion. Pavilion management is a new specialty for Pico, and our team is currently hard at work in Milan ensuring that our role is successfully delivered. The Argentina Pavilion For Argentina’s 2,000 sq. m. pavilion, Pico, in partnership with a local Italian contracting firm, has been commissioned to build and install the main metal skeleton structure as well as interior of the pavilion, themed “Argentina Feeds You”, based on the client’s design. The pavilion will offer visitors experiences that feed their understanding of Argentina’s richness and diversity through four subtopics.” The Brunei Pavilion Located in the Spices Cluster, the 250 sq. m. Brunei Pavilion, with the theme “Science and technology for food safety, security and quality”, engaged our team to design and fabricate an interior display. The pavilion highlights the progress made by the country’s agricultural sector in increasing domestic food consumption to ensure national food security through scientific and technological solutions to farming and agrifood problems. The Cambodia Pavilion For the Kingdom of Cambodia, Pico designed, fabricated and are maintaining the 250 sq. m. pavilion located in the Rice Cluster of Expo Milano. The Pavilion emphasises the importance of the country’s rice production, in the hopes of deepening understanding of the technologies used in agricultural crop management, irrigation systems, the food supply chain, and other food-related topics which combine culture and nature. The pavilion is both a place to learn and a feast for visitors’ senses. So far, Expo Milano is one of Europe’s most successful expos ever, and the organisers expect to welcome over 20 million visitors over its six-month run. Part of Pico’s continuously-expanding World Expo portfolio, which has now reached nearly 80 pavilions. We hope to see you there!
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New technology brings new engagement
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