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.
BMW at 2016 FIA Formula E HKT Hong Kong ePrix
It was history in the making when the FIA Formula E Championship announced a race in Hong Kong for 2016. To be held along the city’s Central Harbourfront, the event would be unprecedented for Hong Kong and would kick off a third exciting season for the Formula E series. BMW is a major participant in Formula E as well as a leader in electric vehicle technology. Accordingly, the German brand envisioned holding a series of events, activities and installations to complement the race and highlight its range of advanced electric cars: • BMWi Electrifying Parade • BMW new i3 launch event at eVillage • BMW booth at eVillage • BMW VIP Lap Specifically, Pico aided in determining the ideal route for the ‘BMWi Electrifying Parade’, organised a participating fleet of 100 BMW i3 and i8 cars, and coordinated the parade with police and Western Harbour Tunnel officials. The parade was the highest profile element in the project, with approximately 100 BMW electric cars crossing Hong Kong’s iconic Victoria Harbour via the Western Harbour Tunnel to China Merchants Wharf. These commemorated the marque’s centennial and celebrate the state-of-the-art in sustainable motoring. Notably, each of the cars was privately owned and driven, with participants registering for the parade via an online campaign. The parade provided the perfect segue to the launch of the latest BMW i3 electric car, held at Formula E eVillage. Almost 100 members of the media attended the unveiling, ensuring wide coverage both within and beyond Hong Kong. Pico arranged catering and provided event management for the i3 launch event, and expertly assembled BMW’s booth at Formula E eVillage with the BMW team from Germany. Finally, Pico also provided on-site support to ensure the smooth execution of the ‘BMW VIP Lap’ activity. The ultimate in audience engagement was available at the ‘BMW VIP Lap’ event, where selected VIPs could actually test the full performance of BMW i3 and i8 cars at the Formula E circuit.
Mercedes-Benz Hong Kong E-Class Launch Event
Mercedes-Benz Hong Kong needed to create an unforgettable and luxurious experience for their VIP clients and new prospects introducing them to their latest and smartest range of cars. The product of over one billion euros of investment and four years of development, we presented the Mercedes-Benz E-class as a true Masterpiece of Intelligence. A key point for our team was to communicate the value of Mercedes-Benz’s unique new driving technology, present in every aspect of the E-Class, and how this technology has been tailored to the Hong Kong market. We brought these elements to life by creating close connections with journalists, VIPs and public visitors both before and during the event. The event itself was intelligently designed and focused fully on the customer. This experience began upon arrival: a 25m long kinetic LED wall display provided interactive visual content, a 180 degree social media sharing photo booth allowed visitors to share the moment with their friends and contacts, and a VR experience zone helped showcase the driving intelligence of the E-class. Afterwards, all the guests were treated to an incredible launch show, an amazing high-velocity driving demonstration and their own personal test drive. Unusually for an event, we gave reporters full access to all aspects of the event, including the interactive driving experience, allowing them to become brand advocates by experiencing the technology first hand. The gigantic 25m long kinetic LED wall display was the first such wall in Hong Kong programmed to interact with creative visual content and performance. Our team worked closely with those involved to ensure that the visual content, dance performance and LED movement programming were all perfectly harmonised. The key to solving the challenge was teamwork and communication – by holding regular technical and creative briefings, producing pre-visual renderings allowing the parties to visualise how all the elements worked together, and holding numerous intensive rehearsals, the technicians and artists gelled together and were able to resolve all unexpected and surprising issues ahead of time. The result was a stunning, note-perfect delivery. As for the venue, the ‘raw’ outdoor space meant that there were issues with keeping the structures level and with potential flooding on uneven ground, especially since the event took place during the rainy Hong Kong summer. These issues were addressed by reworking the venue layout to keep the tent structure away from potential flood zones and by creating a 1,600 sq. m. scaffolding platform and tent structure to ensure the visitors – and the cars! – stayed dry and secure. This necessitated quick thinking and seamless last-minute logistics – two things that Pico excels at. Facilitating the simultaneous arrival and departure of 850 VIP guests required a multi-pronged approach: we converted an abandoned grassy area into a temporary 4,000 sq. m. car park, and then provided deluxe valet parking services for private drivers. We also arranged branded luxury shuttle buses from various locations and even a branded shuttle boat which travelled from Central direct to West Kowloon. “Mercedes-Benz Hong Kong is grateful to Pico for the exceptional work they put into our recent E-class launch event. The team demonstrated skill, persistence and outstanding creativity at all stages – from event planning through to final delivery.” - Peter Larko, Head of Marketing Communications & Public Relations, Mercedes-Benz Hong Kong Limited Results - Facebook launch video attracted 100,000 views - Mercedes-Benz Hong Kong Facebook page saw an increase of 1,000 Likes during launch week, up from the usual figure of 100 new Likes per week - Generated 400 test drives - Attracted over 2,000 sales enquiries - Visitor flow exceeded estimates by 20 per cent: over 3,800 target customers enjoyed the Mercedes-Benz experience during the four-day event. By highlighting the company’s intelligence and thoughtfulness regarding the Hong Kong market, this launch event drove home that Mercedes-Benz are truly ahead of the pack.
BMW M Power Day 2016
In early July, Incheon South Korea is always hot, steamy and filled with promise. This electric atmosphere provided the perfect backdrop for the BMW M Power Day 2016 – an exclusive event organised by the global automotive icon, which saw VVIPs and their companions invited on a thrilling excursion from Hong Kong to Korea. Here, they attended intensive driving courses, learned more about the latest BMW models, and visited the BMW Driving Centre to check out new cars, receiving official BMW certificates at the end of the course. Pico teams from Hong Kong and Korea worked together to make this exclusive trip as delightful as possible for the participants, providing on-site guest experience management services, including creating exquisite customised giveaways and producing digital record that captured VVI Ps’ unique driving experiences. This quick but action-packed trip was a huge treat for the participants and the organisers alike, filled with unique and exciting experiences which reminded everyone of the thrill and excitement of these high-tech luxury vehicles.
Hong Kong Red Cross Humanitarian Education Centre
The 1,200 sq. m. Humanitarian Education Centre at the Red Cross Headquarters in Hong Kong is a somber and frightening place – for a good reason. Designed to educate Hong Kong people about the horrors of war and its aftermath, the Centre provides an educational and experiential trip into the dark heart of humanity. Pico provided fit-out work, delivered the experiential installations and other associated work in the Exhibition and Exploration Zones of the Centre. The most challenging part of this project was the synchronisation of the AV scene control system. Allowing visitors to see and experience the effects of war on children as they pass through different zones, the system’s sequencing must be perfectly timed in order that the AV production matches with live activities and scenarios. "Hearty thanks for all your efforts and contribution to make our Humanitarian Education Centre come true. With this Centre in place, we can disseminate humanitarian value and perspectives to the general public, making this world a better one." - Bonnie So, Secretary General, Hong Kong Red Cross
Yi Jia International 12th Annual Celebration & 2015 Yi Jia International Annual Heroes Awards
Yi Jia International is a global group with diverse interests ranging from cosmetics to jewellery, tourism, high-tech, investment and real estate. Each year, the firm celebrates its anniversary with an equally diverse event that combines banquet and award ceremony with product exhibition and entertainment. For Yi Jia’s 12th anniversary, it all came with a new twist: as well as marking the culmination of a successful year, the event would be a milestone in the development of a new corporate social responsibility (CSR) initiative. To make it happen, Yi Jia collaborated with the Pico team, who provided overall event management including programme creation, organising performances, and providing stage props and multimedia content. Organising the CSR component formed a major part of the three months of preparation behind the event. Pico evaluated possible Hong Kong beneficiary organisations and subsequently worked to define Yi Jia’s CSR engagement and integrate this new element into the anniversary programme itself. In due course, Yi Jia selected the Ebenezer School and Home for the Visually Impaired as the focus of its CSR commitment, enabling the Pico team to organise pre-event outreach day – visiting the home by Yi Jia senior management and distributors in February 2016. Other long-term planning is in the pipeline which includes providing train-the-trainer sessions for teachers of the School to help them organise ongoing fundraising activities. Later, at the awards event itself, a four-hour programme included awards to outstanding staff members, a showcase of the firm’s flagship ‘Maione’ skincare brand, multimedia presentations, and live entertainment. Here too, CSR again took its place in the spotlight: the programme featured both a 30-minute CSR session and a lively stage performance by children from the Ebenezer School – the latter proving one of the highlights of the evening. Results Solid planning and organisation ensured that the event had the intended effect of recognising excellent staff performance and celebrating Yi Jia. The addition of a CSR element, however, gave the 2016 anniversary an enduring impact, raising HK$560,000 for a good cause while inaugurating a new era of community engagement that will elevate Yi Jia’s profile and galvanise its employees to ‘go the extra mile’. Added Remy Wong, Ebenezer School’s Deputy Chief Executive Officer: “We would like to particularly commend [Pico] for your tremendous effort and professional advice, without which the two events would not have been so successful.” Mr. Wong also commented that their students and teachers enjoyed the events, which helped them broaden their life exposure.
Visual Merchandising for Lancôme retail store displays
Pico was commissioned by Lancôme to deliver bespoke visual merchandising services for in-store and window displays at four Lancôme stores across Hong Kong. The displays were an integral part of the launch of Lancôme’s Blanc Expert Cushion Compact. Based on the client’s design and working to precise standards, the team carefully produced and installed the window displays, taking extra care to ensure that the desired ‘floating' effect was successfully achieved.
Mercedes-Benz GLC Driving Event
Mercedes-Benz Hong Kong Limited imports and distributes the brand’s comprehensive range of luxury passenger cars and commercial vehicles in Hong Kong and Macau. They actively perform sales and after-sales activities to further cement Mercedes-Benz’s growth in the region, while remaining dedicated to reinforcing their core values through different public and private events. In early November, Mercedes-Benz held a totally unique and spectacular off-road private driving event at Hong Kong’s Central Harbourfront. Raising brand awareness, particularly of their SUV models, was their primary goal with Mercedes-Benz wanting to provide their elite customers with an advanced driving experience which reinforced their brand values of safety, comfort and driving dynamics. Guided by professional drivers, guests got to personally experience the high performance and superior driving dynamics of the brand’s different SUV models as they passed through checkpoints on a specially-designed course stretching over an eye-popping 36,000 sq. m. The Central Harbourfront was transformed into a cross-country track and divided into two massive test driving zones. The ‘drifting zone’ allowed attendees to skid into specially-arranged sharp turns; while in the ‘off-road zone’, various checkpoints simulated features which would be found in real off-road areas – steep hills, muddy swamps, logs and gravel patches, each providing different levels of camber. A total of one media session and nine customer sessions were held, with Pico providing creative design, production, site operation and event management services throughout the event. Pico also focused extra attention on boosting brand awareness in the immediate area. The team designed immersive venue decorations to capture the attention of the many pedestrians passing through Central’s crowded streets and buildings during the daytime. We branded the client’s logo on top of the 15.5m wide, 50m long and 5.7m high hospitality marquee, and surrounded the venue with 60m long promotional fence banners. Our branding efforts did not stop when the sun set. We designed and created a gigantic 21.8m lightbox displaying Mercedes-Benz’s iconic three-point logo which lit up the centre of the venue, adding to the breath-taking night view of Victoria Harbour and the city’s skyline. This lightbox was easily visible from Central’s crowded pedestrian walkways and buildings like IFC and the AIA Centre. In addition to the lightbox, our team created an eye-catching arch entrance complemented by exterior branded fencing banners and flags. All key visuals at the venue, from the merchandising area to the off-road signage and guest passes, were also designed by our experts. We built an LED wall in the briefing room, which showed a promotional video, producing a stunning visual experience for the attendees. Our team also strategically designed the layout of the F&B area and the inside of the marquee, creating a luxurious yet comfortable environment for all the guests. To add a social dimension to the event, we arranged an “Instaphoto” service to capture guests enjoying their exclusive experience. These photos were shared on multiple social media platforms, further intensifying the brand’s exposure. The five-day event attracted a huge number of reporters and guests, receiving great write-ups and favourable feedback. As this was the first time anyone had held a driving event in the very centre of Hong Kong, there were no existing precedents for the permits required or the logistics involved in the set up. Our team had to approach and negotiate with numerous different government departments, and then leverage our years of experience to manage and execute the complex logistics for the large-scale setup, which included a 50m long marquee and the huge branding logo lightbox, all within three days!
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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