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!”



2016年リオオリンピックが、熱気冷めやらぬまま、閉幕を迎えました。その素晴らしい大会の記憶を、ピコの実績と共に振り返ってみたいと思います。 ピコは本大会において、いくつかのプロジェクトを受注いたしましたが、まず初めに、ワールドワイド・オリンピックパートナーであるプロクター・アンド・ギャンブル (P&G)のP&Gファミリー・ホームをご紹介します。 P&Gのプロジェクトでは、2000㎡を超える広さの ‘ Home away from home ‘なるファミリー・ホームをつくりました。ホームの中では、オリンピック期間中に世界中から集まったアスリートや家族に対し、P&Gグループの各有名ブランドの商品を利用したサービスが提供されました。例えば、ホーム内にあるサロンエリアでは、ヘアサロンで使用されている椅子に座り、シェービング、ヘアスタイルのセット、メイク、ネイルケアといったサービスが施され、ピコはそのサロンの中の、サロン・ステーション、施術エリア、マニキュアエリアの施工を任されました。また、ディスコ、インタビュールーム、子供たちのためのレクリエーションエリア、外のバーエリアも担当いたしました。 また、ピコは、メディア業界のグローバル企業2社からも業務を委託されました。一社は、BBCであり、放送スタジオと国際放送センターのデザインと施工です。もう一社は、リオオリンピックにおいて、アメリカの放映権を得たNBCであり、キッチン用のケータリングテントを提供しました。テント内には、キッチン設備を完備し、Behind the Scenes Inc.と共同でオリンピック会場内の5つのゾーンに展開しました。 Behind the Scenes Inc.の代表John D. Crisafulli氏からのコメント 「BBC及び、米国でのオリンピック放映権を獲得したNBCプロジェクトのご成功おめでとうございます。リオ2016プロジェクトでは、色々とサポートしていただきありがとうございました。これからも、イベントやオリンピックの際には、一緒にお仕事をしていきたいと考えております。」


Interop Tokyo 2016

Interop(インターロップ)は世界で開催されている、ネットワークコンピューティングに特化したテクノロジーとビジネスのリーディングイベントです。日本では1994年の初開催以来、今年で23回目の開催を迎えました。会場ではプレゼンテーションなどを通じてICTの最新技術や、約500社を超える企業の最新製品が展示されました。 ピコは今回、本展示会のスポンサーでもあるファーウェイより、ブースデザインと施工のご依頼をいただきました。業界をリードするファーウェイが希望するクオリティは非常に高く、また、実に様々かつ大勢の関係者との密なコミュニケーション、きめ細やかな対応が必要とされました。しかし、長年のパートナーシップを築き上げてきたピコ深圳と、国内外で国際企業との豊富な実績を誇るピコ日本とのコラボレーションにより、各関門をクリアし、開催を迎えることができました。 会期中は、ファーウェイの社長が深圳より来日されました。また、同社の製品がInterop Tokyo 2016のベスト・オブ・ショー・アワード各部門で多数受賞されたことは、誠に喜ばしいことでした。ピコ深圳・ピコ日本としても、ファーウェイの出展成功に携わることができたことを、心より感謝しております。  


Foodex Japan 2016

Foodex Japanは、アジア最大級の食品・飲料展示会です。2016年は、世界78の地域から3,197社が出展し、76,532名もの来場者で賑わいました。   ピコグループのタイオフィスがデザインしたシンハーブースは、迫力ある上部構造と、黒対イエローゴールドの色調が特徴的です。強いインパクトがありながら、カウンターに黒色を用い、一部間接照明を使用したデザインは高級感を出し、イメージグラフィックを各所に使用する事で、シンハーブランドのイメージを体現しています。 4面を使った展示コーナーでは、瓶ビールのみならず、タイカレー、スナック、ソフトドリンク、ドラフトビール等も展示し、試食コーナーを設けました。 メイン通路側に長く設けたカウンターは、狙い通り沢山の来場者を取り込むことができました。幅広いお客様にビールやタイ料理を楽しんでいただき、盛況のうちに幕を閉じることができました。


東京マラソンEXPO 2016

東京マラソンEXPOは、東京マラソンに参加している37,000人のランナーだけではなく、6万人以上の来場者が訪れる日本最大のランニングのトレードショーです。 ピコは本展示会において、インドネシアパビリオンを施工いたしました。スポーツブランドやスポンサー関係のブースが並ぶ中、インドネシアの伝統的な風景とランニングを絡めたグラフィックを高所に掲げたインドネシアパビリオンは、会場でも際立ち、クライアント及び訪れたランナーからも好評を得ることができました。 インドネシアは昨年から日本を含む75か国に対し、観光ビザの免除をスタートしたこともあり、各国で精力的にイベントを行っています。ピコも、マリンダイビングフェア、関空旅博と継続して受注しており、今後も様々なプロジェクトで貢献していけることと思います。  



ピコは、グローバル企業向けに、リオ・デ・ジャネイロのワールドカップ関連業務を数多く請け負いました。 リオの近代美術館に設置したカサ・ダ・ロシア(ロシアハウス)では、次回2018年ワールドカップのホスト国として、ロシアがプロモーションを行う為のテーマ会場を設けました。その1,100㎡に渡る会場では、ゲストと来場者が試合を観戦できるスペースを設け、ロシアサッカーの歴史や文化を学び、ロシアのおもてなしや食べ物、音楽を楽しむことができました。 ピコは、造作、ビデオウォール、設備、家具、物流、イベント管理など、多数のサービスを提供いたしました。数週間という短期間で、全ての手配とプロジェクトを遂行するという課題をこなしました。 ジョッキークラブでのパルケ・ダ・ボラ・リオ2014においては、別に2つの「ピコ・アクティベーション」を提供する場となりました。 その一つであるワールド・カップ・ブラジル・ファンショップは、独立した150㎡の公式アウトレットで、ピコはブランドのディスプレイ、カウンターや家具を製作・設置いたしました。 パルケ・ダ・ボラのもう一つのハイライトは、日本の文化、観光、食品、おもてなしを紹介する日本館でした。ピコは主催者に対し、造作、内装、イベント後方支援を行いました。 ブラジルのピコチームは日本のお客様と協力して、プロジェクト管理と実務の体制を整え、お客様のイベント成功に貢献いたしました。

Events スポーツ

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

Events Sustainability


Pico Global Care in Action sponsors Project Hope’s ‘Mini-Library’ and ‘1+1’ campaign to support students in Hangzhou

Let Pico’s experts activate your presence at Astana EXPO-2017.



検索 過去実績

Paris Motor Show


スマートコミュニティJapan 2015


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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



フランクフルトモーターショー2015 三菱自動車ブース