Brand Activation | Event Marketing | Pico
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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.” 

Rio de Janeiro
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!”

Singapore
Sports

Taipei International Auto Show 2016

Earlier this year at the 2016 Taipei International Auto Show, Pico revved up the exposure for a number of luxury car brands. Pico provided our usual high quality services for our clients at this exciting event –design and planning, on-site execution and project and venue management; along with numerous client-specific services which saw our well-organised team take care of a wide variety of tasks for these luxury marques. For Mercedes-Benz’s immense 2,457 sq. m. booth for example, we highlighted their incredible F015 Luxury in Motion autonomous concept car – part of their ‘City of the Future 2030+’ vision. By using a unique visual effect achieved by positioning ‘Lamella’ panels at different angles and heights, we created a beautiful wave-like backdrop, perfectly representing Mercedes-Benz’s exquisite craftsmanship. The booth also displayed a wide variety of the brand’s other models – 39 in total – including the smart forfour four-door cars with their world-beating 6.95m turning circle, a demonstration of which was given during the Mercedes-Benz press conference. We also delivered outstanding total brand activation services for other valued brands – Aston-Martin, Bentley, McLaren and the show’s 136,000 visitors – both local and from across the world.

Taipei
Exhibitions

Audi R8 V10 and R8 V10 Plus Launch in Taiwan

Pico helped Audi Taiwan launch its new models – R8 V10 and R8 V10 Plus, as well as a new sub-brand called Audi Sport - ‘Born on the track. Built for the road’. At the press conference, our Pico team helped Audi Taiwan showcase the fierce power and beauty of the cars creating an immersive environment in which the audience could experience the R8 V10 Plus as a race car which was definitely ‘Born on the track. Built for the road’. We did this by raising the audience’s seats to create a grandstand-like setting and used 3D projection techniques to showcase the car on a virtual racetrack, allowing the media and the VIP guests in attendance to feel as though they were watching the launch on a real racing circuit – helping them experience the craftsmanship and sheer power of the cars in a uniquely personal way. Results: - 210 reporters; - 190 VIP guests “We thanked Pico Taiwan for the professionalism, creative ideas, dedication, and all their efforts and commitment.” - Dr. Angelika Hilger, Marketing Director of Audi Taiwan

Taipei
Events

Audi A4 Launch in Taiwan

Audi Taiwan unveiled the ninth generation of the Audi A4 in late June. With its new features, including a digital virtual cockpit, a new TFSI Engine and Matrix LED headlights, this new model has already won several global prizes, among them the Golden Steering Wheel 2015 and a Gold award at the iF Design Award 2016. The Pico team provided conceptual design and planning, video concept and production for both the press conference and the dealer event, delivering our trademark event management and execution services by creating a unique and immersive environment in line with the new A4’s theme: ‘Progress is Intense’. We highlighted the A4’s new features and the car’s cutting-edge driving technologies by showing the interaction between the new model and a high-quality video on the stage, immersing and delighting the guests and members of the press. Results: Overwhelming attendance: - 210 reporters; - 470 dealer partners and VIP guests

Taipei
Events

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
Events Sustainability

Champion Green Vision Concept Showroom

Champion Building Materials is a Taiwanese tile manufacturer founded in 1972. The company has recorded impressive growth over the past 43 years, and Champion is currently one of the top three brands in the high-end tile market in China. To realise the company’s ambitious vision for their flagship Taipei showroom, Champion was looking for the best of the best. Champion involved four strong companies and an interior design house in the bidding for this project. Thanks to our proven track record and excellent bid, Pico came out on top and was selected to provide interior design and planning, fit-out, multimedia and interactive content production, and other services for the 1,040 sq. m. showroom. Designed as a green concept education and entertainment space based around the company’s strong green ethics, the showroom had to carefully balance function, aesthetics and environmental sustainability. Ultimately, Champion wanted visitors to be able to understand the company’s products and corporate culture through a fun and educational multimedia journey. Working closely with the company, Pico expertly brought Champion’s vision to life. Going above and beyond to offer more value-added services, we even provided suggestions on mascot design and social media, integrated marketing and online-to-offline promotions to help Champion deliver its green vision concept and enhance their brand image. “The Green Vision Concept Showroom is a success to Champion.  The visitor flow is smooth, the multimedia design is fun and educational. Overall, it was a good experience for our company and visitors. We are thankful that Pico’s team fulfilled the showroom’s concept with us!” - Ms Hsiao, Champion Marketing Team

Taipei
Interior & Retail

Semicon Taiwan 2015

Taipei

Taipei
Exhibitions

Taipei Auto Show 2015

Taipei

Taipei
Exhibitions

Taiwan International Lighting Show 2015

Taipei

Taipei
Exhibitions

News

Pico Ranked First in Special Events Magazine’s 2016 Annual List of 50 Top Event Companies

Let Pico’s experts activate your presence at AICT 2016.

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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 Semicon Taiwan 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

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Kuala Lumpur
Events