Brand Activation | Event Marketing | Pico
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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

Shanghai
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

Audi R8 LMS Cup (Taiwan Leg)

The Audi R8 LMS Cup is an exclusive motor racing series based in Asia and run by Audi. The twelve-race cup is a ‘one-make’ series, where all participating vehicles are based on one design, in this case, the mighty Audi R8 LMS (GT3). Pico provided a wide scope of services for the Taiwan leg of the series, the ninth and penultimate race held at Penbay International Circuit near Kaohsiung. Our team delivered experience design, event design and planning, structure setup and dismantle, project, manpower and car management, VIP and guest hospitality, logistics, press conferences and other services. This prominent international racing event brought together internationally famous racers, global brands and high-profile media crews. Amidst all the action and excitement, our team had to keep our eye on the ball and manage multiple event elements at the same time, while also ensuring a safe and secure environment and making sure the VIPs were taken care of at all times. In the end, the race went off without a hitch. In fact, it was a roaring success, made all the sweeter by the victory of hometown Taiwanese hero Jeffrey Lee in the Am Cup classification, who won both his race and the championship.

Pingtung
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!”

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

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