Brand Activation | Event Marketing | Pico

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

Creative Events

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.

Hong Kong
Events Sports

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

Doha Jewellery & Watches Exhibition 2016

The 12th edition of the Doha Jewellery and Watches Exhibition, held in February 2016, attracted over 500 of the world’s most exclusive international and regional brands. Spread across five major halls at the Qatar National Convention Center, the exhibition covered an enormous 25,000 sq. m. The expansion of the exhibition space by 25 per cent over the previous year is an indication of the growing popularity of this unique annual event amongst the international luxury sector. The layout of the show floor was also refined from previous editions of the show, providing an enhanced experience for visitors and participants alike. Pico implemented several customized marketing and communications campaigns to ensure that the 500 exhibiting brands gained maximum exposure and made an impact through increased regional and international media coverage. Pico also activated the presence of several of these brands.   Butani stand This high-end 68 sq. m. stand was made up of displays clad in laminate, wallpaper, glass and velvet fabric, with all merchandise illuminated with high-quality LED lights. The design intent of the stand was for it to look like an interior outlet, with the look and feel of a permanent jewellery showroom.   Papillion stand This was a 130 sq. m. stand fitted with a luxurious beige carpet and including space for a pantry, sitting room and a safe room for jewellery storage. Free-standing showcases displayed between the columns highlighted Papillon’s products, while the walls were coloured beige and green, reflecting the same look and feel as the brand’s showrooms located in various malls around the region.


Qatar Motor Show 2016

Earlier this year, more than 25,000 automobile fans flooded the Doha Exhibition and Conference Center (DECC) to attend this year’s Qatar Motor Show, organized by the Qatar Tourism Authority. Featuring over 40 international brands from leading global luxury, sport and mid-range carmakers, the show consistently wows crowds and is one of the most highly-anticipated events of the year. The many activities on offer at this year’s show ranged from simulators and parades to competitions and games, providing a highly interactive element and reinforcing the reputation of the Qatar Motor Show as one of the most dynamic exhibitions in the entire country. Pico activated the presence of a number of reputable brands at the show for a major client: Saleh Al Hamad Al Mana. Al Mana represents some of the largest and most successful automotive brands in the world. Pico was appointed as the sole contractor for Al Mana stand in both 2015 and 2016. For the 2016 Qatar Motor Show, Al Mana had several global brands under its umbrella including Nissan, Infiniti and Renault. Infiniti – Infiniti is the fastest-growing premium automotive brand in the region, and Pico developed an impressive 380 sq. m. space to display the brand’s strengths. This year, Al Mana wanted to showcase the latest enhanced version of the brand’s flagship full-size SUV, the new QX80. The open stand had a mix of black laminate and wooden parquet flooring and included a low wall which created separate meeting and catering areas. A mix of lights were used to add colour to the stand, placed on trusses clad in black fabric. Interactive equipment including a video wall was provided, as were two hanging logos to ensure that the brand was highly visible from all parts of the exhibition hall. Renault – Renault’s goal in Qatar was to set pulses racing with a spectacular debut of its latest sporting legacy. The brand’s 380 sq. m. stand was decorated with a mix of laminate flooring and carpet and trusses decked out with white fabric were provided to hang lights – the perfect backdrop for Renault’s exciting display. Nissan – Nissan has carved a niche for itself in the Middle East and owes its success to the huge and growing family of Nissan owners in the region. The Qatar Motor Show is the brand’s premier platform for showcasing new automobile designs, as well as contributing to the progress and enrichment of the Qatari community. Nissan’s stand was spread over an impressive 980 sq. m., decorated with a combination of laminate and carpet flooring and white fabric-encased trusses. The floor was specially designed to hold the weight of all cars, and the back wall held LED lights with the Nissan logo placed at both ends. A total of 15 cars were put on display at this large and impressive stand.


Men's Handball World Championship

Handball is the second most popular sport in the Middle East. The Handball World Championships is a true celebration of the sport, providing the entire region with an opportunity to show their love of the game to the world. The International Handball Federation selected Doha to host the 24th Men's Handball World Championships, held between 15 January and 1 February 2015. Pico was appointed to activate the Men's Handball World Championship Organising Committee’s presence at the event, with their objective being to present the best-ever Men's Handball World Championship merchandising in visually-inviting booths. Our team developed the design and artwork for the booths and information desks, completed the fit-out and provision of display units and shelving in competition venues and fit-out in non-competition venues, designed and produced merchandising trolleys for the airport and the three competition venues, and designed and produced the information point and reception desks at the airport. The structures were built in a modern, modular style in order to be easily set up and dismantled. The design was both practical and strategic, meeting all the requirements of the client and delivering on our lofty objective.

Events Sports

ITU Telecom World Doha

ITU Telecom World is a leading platform for high-level debate, knowledge sharing, innovative showcasing and networking for the global ICT community and is also the United Nations’ specialised agency. ITU Telecom World 2014 was held in Doha, Qatar and held the theme of ‘Future in Focus’. With the team’s strong advantage of having worked with ITU on several occasions, Pico was a key partner during the event. Its expertise awarded Pico with two contracts during ITU. Pico acted as the technical service provider during the show and built a shell schemes for the 1,395 sqm show but also was appointed to create a turnkey event management solution. With the objective of developing a one-of-a-kind creative double story booth concept called Imaginarium which introduced the brand and corporate message, Pico integrated versatile interactive services into 6 smart areas. The triangle-shaped deck enhanced the unique feel of the booth, with an upper level lounge for senior stakeholders to host meetings. The primary goal was to create a major and memorable impact via an experiential showcase but also to clearly communicate to the audience that OOREDOO is a ‘visionary, service-centric, transformational and insightful’ company. Pico created a corporate video which expressed OOREDOO’s future goals focusing on the Smart City, Smart Traffic and Smart Home concepts. 



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