General Electric China (GE China) at the 3rd China International Import Expo

The 3rd China International Import Expo (CIIE) – the world’s first import-themed national-level expo – was held on 5-10 November 2020 at the National Convention and Exhibition Center in Shanghai. Pico was proud to have served exhibitors from several sectors at the show, including General Electric China (GE China), which appointed Pico to help activate its brand at the CIIE for the third consecutive year.

The result was a pair of booths for GE China and GE Healthcare, both inspired by the brand’s ‘Inventing the Future of Industry’ theme. By integrating live demonstrations on the show floor and interaction with visitors through the cloud, Pico helped showcase GE’s innovations across the four key sectors of aviation, energy, medical, and industrial digital solutions.

exhibition

Insight

As in previous years, GE China used the third edition of CIIE to unveil a series of new products. Responding to the prevailing pandemic conditions, GE Healthcare – one of GE’s core businesses – displayed a range of cutting-edge precision medical technologies and digitised pandemic prevention and control equipment in the Public Health and Epidemic Prevention Zone at the Medical Equipment and Healthcare Products Exhibition Hall. Pico presented these and more of GE’s latest achievements with an immersive visitor experience using digital technologies such as augmented reality (AR).

Solution

Pico provided full range of services for the GE booths, including initial creative ideas and layout plans, overall design implementation, construction, on-site booth operation and event management.

One highlight of the finished booths was the use of AR to enhance the interactive demonstration capability of physical technology. For example, it was used to project an image of GE Healthcare’s Noah Integrated CT Examination Room and a GE logo in front of visitors. ‘Noah’ began as a solution for doctor-patient isolation during the pandemic and has since evolved into a fever clinic and regular public health and pandemic prevention facility.

Pico also led the project’s programme development, scene design, motion design and hardware equipment. One innovative result was the synchronisation of the dual booths’ aforementioned AR image to also display onscreen at another GE booth in a different hall. The image was accompanied with information on GE Healthcare’s public health, pandemic prevention and smart hospital solutions.

CIIE also saw the unveiling of GE Healthcare’s artificial intelligence ‘APEX CT System’ and ‘Mural’ virtual clinical command centre. Pico oversaw video production and event operation and management for the launch ceremonies. For the duration of the expo, GE Healthcare conducted online contract signing with dozens of China-based enterprises and organizations. Pico provided event creativity and management, visual content design and live broadcast management for the signing ceremonies.

Results

During the six-day exhibition:

  • 30+ contract signing ceremonies
  • 50,000+ visitor selfies in front of the GE booths
  • 50+ pieces of mainstream media coverage
  • Visits to the GE booths via the cloud:
    • Live viewers: 260,000+
    • Likes: 22,000+
  • 10+ pieces of interactive content, engaging 50,000+ readers


Testimonial

‘Although it was GE China’s third exhibition at the CIIE, it was the first time for our dual booth with GE Healthcare. We hoped to show the best both GE China and GE Healthcare have to offer while bringing visitors a delightfully new experience. Pico’s support in the last three years has helped make the CIIE a signature event for GE China. The third edition of CIIE was extraordinary for one and all. Despite the challenges posed by the pandemic, the Pico team was able to deliver with the highest quality. As well as ensuring smooth on-site booth operation, Pico created an engaging visitor experience. We look forward to working with them on more projects in the future’ -- Michelle Li, GE China Communications

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