Contracts Win with Yeosu World Expo 2012

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Contracts Win with Yeosu World Expo 2012

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IN THIS ISSUE... 1// Smurf Village at Maritime Square 2// Tuen Mun Beach Festival 2011 3// Aqua Loop at Samsung Everland 4// Giorgio Armani “Frames of Life” 5// Climate Dialogue 6// 2011 Real Madrid China Tour 7// Singapore National Day Parade 2011 8// International Intangible Culture Heritage Centre 9// LG 2011 New Product Launch 10// Nokia Connection 11// Midea Shun Tak Showroom 12// The Dreyfuss Group at BASELWORLD 2011 13// 9th VICo Dealer Conference 14// Pico Quarterly Customer Satisfaction Survey 15// 2011 Singapore Experience Award

IMAGEMAKER // AUTUMN 2011

Contracts Win with Yeosu World Expo 2012A mainstay of prestigious world expos for almost 30 years, Pico has

earned an enviable reputation for its flair and reliability in transforming

clients’ expo dreams into realities. Next year will see our teams further

add to our image by participating at the Yeosu World Expo (Yeosu Expo)

in Korea between May and August.

Themed “The Living Ocean and Coast”, the Yeosu Expo aims at enhancing

the international community’s perception of the function and value of

these precious finite resources. It will also share knowledge about the

proper use of marine ecologies and stress the need for cross-border

co-operation in this sector.

As early as 2010, Pico was appointed as a “Registered Installation Company”

for International Pavilions by the Organising Committee for the Expo

2012 Yeosu Korea. As such, our involvement spans everything from

initial concept and creative development through to implementation and

day-to-day operation.

We have recently also inked a contract for the provision of turnkey

services for the Jeonbuk Pavilion. Located within the hosting country’s

5,300 sq. m. Local Government Pavilion, the Jeonbuk Pavilion is themed

“Osaek Bojagi” after its ethnically diverse home region’s famous

colourful traditional cloths. The design here will be a combination of

Culture, Unexpected Scale and Relaxation. The primary objective is to

provide a relaxing place for visitors at the end of a long trip around the

Expo grounds. In creating an ultimate engaging experience for visitors,

our professional operation and facility management expertise will be

called upon throughout the entire World Expo period.

Apart from the above, we will also handle the design and construction

of the Marine Life Pavilion (Aquarium). Our ultimate mission here will be

to showcase the mystery and beauty of coastal areas and teach visitors the

importance of marine ecosystems and marine species’ diversity.

For details about the Yeosu World Expo, please visit www.expo2012.kr

– Yeosu, Korea

Aqua Loop at Samsung EverlandA key part of one of the world’s four biggest theme parks, Caribbean Bay is located inside Samsung Everland in Korea. Opened in 1996, this 119,000,000 sq. m. facility boasts the world’s biggest indoor and outdoor water parks and has inspired a sister Caribbean Bay in Latin America. Opened to celebrate the attraction’s 15th anniversary in June this year, the thrilling new Aqua Loop ride is already one of Everland’s top draws.

Dropping passengers from height of 18m and then looping them through 360°, Aqua Loop carries riders in a capsule-type body slide that reaches a top speed of 90kph. While the slide itself was fabricated in Australia, every aspect of the overall adrenaline-enhancing design was created by Pico. Our design covered everything from initial concept, schematics and architectural drawings right through to the surrounding landscaping and the name Aqua Loop itself.

Aqua Loop has proved to be so hugely successful that its project manager has now received an award from the CEO of Samsung Everland. Appearing in ads and news stories everywhere, the ride became Korea’s most famous attraction of the summer.

“Thanks to this new ride and other new additions, the park, which is built inside Samsung Everland in Yongin, Gyeonggi Province, has attracted more visitors this year…” - The Korea Times Magazine of 5th August

– Gyeonggi-do, Korea

Winning Three Years in a Row - Pico Honored Once Again at the 2011 Singapore Experience AwardFor the third year running, Pico was awarded the coveted Best Business Event Service Experience title at the annual Singapore Experience Awards - the

most prestigious award platform honoring exemplary organisations and individuals for their remarkable contribution to the Singapore tourism industry.

Pico first won the award at the inaugural ceremony in 2009 and did it again in 2010. In 2011, Pico was shortlisted as a double finalist within the same

category for Singapore Airshow 2010 and Singapore Garden Festival 2010 with the latter earning us the title. It is an exceptional achievement and an

acknowledgement to the project teams vision, precision and commitment to service excellence.

The Best Business Event Service Experience Award is the only award category that requires industry nomination in order to be considered. It recognises

organisations and service providers who have packaged experiential elements to create a distinctive Singapore Experience as well as demonstrated

excellence in their delivery, service and proactiveness.

The 2011 gala presentation ceremony was held at the iconic Marina Bay Sands and graced by Guest-of-Honor President of the Republic of Singapore

Tony Tan Keng Yam. For more details about the Award, please refer to the website http://www.singaporeexperience.com/winners.html

Giorgio Armani “Frames of Life” To maximise awareness, Giorgio Armani’s latest campaign for its new

eyewear collection was held in major cities across Europe, US and Asia.

The “Frames of Life - Moments of Life” used for each symbolised that

wearers’ lives are made up of a series of precious moments that bring

them different surprises. To dramatise this message, the client invited

photographers to capture images of real people on the street who best

represented the brand’s unique style.

Joint venture partner, Puyi Optical, joined Giorgio Armani in holding the

campaign across Asia. The tour’s first stop at Puyi Optical’s Flagship Heritage

1881 store in Hong Kong also coincided with Puyi’s 10th anniversary

celebration.

Pico was appointed to manage and prepare organisers for each stage of

the event’s itinerary. As Giorgio Armani’s brand colour is black, the client

was very particular about the quality of the black glossy paint that should

be used. As time was tight, they eagerly accepted our recommendation of

using an acrylic material-covered platform design to enhance the campaign’s

overall image and branding. As the outdoor platform specified required

over four tonnes of loading, the structure we used was 100% re-usable.

As the period between the client’s initial inquiry and the campaign’s end

was less than a month, the pressure on our team was huge. The tight

timeline meant that obtaining a Public Entertainment License from the

Television and Entertainment Licensing Authority (TELA) was particularly

challenging with close monitoring and meticulous planning, the event

finally received a green light and ended up a great success.

– Hong Kong, China

2011 Real Madrid China Tour

Having toured China in 2003 and 2005, Real Madrid returned to the country to play two friendlies this August. The first was against recently

promoted CSL League side, Guangzhou Evergrande at Guangzhou Tianhe Stadium where the Spanish giants ran out easy 7-1 winners. Three

days later, the Galacatacos’ second friendly saw them beat league runners-up, Tianjin Teda, 6-0 at Water Drop Olympic Stadium.

In addition to matches, the tour included open training, press conferences and gala dinners. Appointed by the official promoter, Pico organised and

staged all aspects of the tour. With plenty of experience in handling world class events, our team rendered seamless support in liaising and

co-ordinating with related parties to obtain approvals, licenses and permits for the events. They also oversaw ticketing and sponsorship arrangements,

managed security and safety protocols - a true demonstration of our hands-on, 360° service.

– Guangzhou and Tianjin, China


Smurf Village at Maritime Square MTR malls key summer 2011 decorative

theme was to tie in with the release of the

“Smurf 3D” movie. Appointed to design and

create for Maritime Square, Paradise Mall and

Citylink, our team had to seamlessly transferred

scenes from the movie to each mall. At

Maritime Square, we created a 7-metre high

“Smurf cinema” which looked like a multiplex

on the outside and a classic “Smurf village”

once shoppers stepped inside. Other

attractions included a “Blue drawbridge”

setting on the cinema’s right and left sides

plus a “Smurf train” where families could

pose for souvenir snaps. Eagle eyed visitors

also saw a “bling bling Smurf” standing atop

the “Blue drawbridge”. He turned out to be

one of just 20 cute blue creatures around

the 1-metre high 3D Smurf set, the biggest

of whom was a whopping 5-metre tall! It all

added up to wonderful memories for Smurf

fans of all ages.


9th VICo Dealer Conference

Volkswagen Import China (VICo) each year kicks off with a conference

for more than 200 dealer-investors from across the region. In holding

this year’s four-day event in Singapore, VICo wanted more than just

celebrate its 2010 achievements. It wanted to make maximum noise for

the new business strategies that would build both VICo and its dealers

growth momentum for 2011 and beyond.

To this end, the client asked Pico to create an event that was especially

extraordinary. The theme they used was an Unforgettable Customer

Experience Journey in which extra-delightful surprises started long

before attendees came to Singapore. Delegates were met and greeted

by Ambassadors before departure from major airports in cities such as

Beijing, Shanghai and Guangzhou. Upon touching down in the Lion City,

dealers enjoyed VIP gateway and shuttle services and were even given

special customised VICo room key cards when checking into their hotels.

Following several days of presentations and training workshops, participants

were able to relax at a grand finale dinner. Each guest was greeted by a

service attendant who poured them a glass of wine to toast a good start

to the year for both VICo and themselves.

In meticulously planning and executing this event at every step,

our colleagues ensured an unforgettable bonding experience for

everyone involved.

– Singapore

Initially, standing in the midst of an

auto roadshow at my local shopping

mall in Mong Kok, I was surprised.

The consumer in me thought it was

quite audacious for the sales rep

to think I would commit to buying

a car on the spot. I had always

test-driven any car I had bought.

But the marketer in me was not as

surprised. I had seen over the years

the growing need for events and

roadshows to deliver meaningful returns. Is there any better return than a

sales transaction?

I know for industries such as beauty and skincare, items have been sold

to consumers through roadshows for many years. They are small, easy to

carry and of low transaction value, so it has always made sense. At motor

shows in China, it is not uncommon for visitors to buy the latest release

cars – on the spot.

The next day I reflected on my mixed reactions. The episode reinforced a

view I have discussed with many people – that events are becoming an

outright distribution channel. This has key implications for event marketers.

To take another perspective, think about the Apple Store. I have been

several times in different cities. These visits have never been premeditated

“shopping” trips. (I admit I have never bought anything, but simply go for

the experience).

But the activation is done so well you truly feel the brand. It breathes

innovation and the interior design feels like an extension of its products.

The way you engage with Apple’s products is intimate and personal. Staff

educate and coach customers on how to use the products. All around are

likeminded people who are there to experience, learn and, maybe, buy.

Afterwards, people share their experiences. It is

about the brand experience primarily, but it is

also a distribution channel where transactions

are done. The Apple Store experience sounds

very similar to some of the event briefs I have

received.

I am lucky to work on event and retail projects

at Pico. More and more I see the complementary

nature of both the event and retail disciplines,

to the point where they are converging.

As the trend for pop-up stores grows, I have seen the need for our clients

to assign teams that have strong experience in venue selection, short-term

production planning and audience generation techniques. These are clas-

sic traits of an event marketer.

Technologies such as multi-touch screens and augmented reality, which

have been used for a number of years on the exhibition show floor, are

gaining momentum as part of in-store experiences.

A lot can be learned from exhibitions about how best and where to use

new technologies in the consumer journey. Mistakes don’t need to be

made twice. As more industries look to events as flexible channels for

distribution, event marketers who learn more about in-store behaviour

can create better selling environments at their events – from messaging to

point-of-sale promotions to product placement techniques.

Success will come to those who can see beyond traditional boundaries of

roles and look to capitalise on the synergies that already exist within their

organisations.

Event marketers can lead the way by becoming,

what I like to call, consumer engagement

specialists.

Tyronne O’callaghan is the director of brand

and strategy at Pico Global Services.

Reprinted with permission from Marketing Events

Magazine www.marketing-interactive.com

“Success will come to those who can see beyond traditional boundaries of roles and look to capitalise on the synergies that already exist within their organisations.”

Insights: More In Store Than You Bargained For - Tyronne O’Callaghan

MARKETINGEVENTS Q3 2011 WWW.MARKETING-INTERACTIVE.COM

You can have too much of a good thing, especially if it wasn’t yours to

start with. Here’s the perfect example – brands that shamelessly imitate

the strategies of their major competitors. I was scouting the Westfield

complex in Century City, LA last week and noticed a new Sony concept

store a few feet from a classic Apple retail shrine. It was striking how

similar both stores appeared, except for one crucial distinction – Sony

was devoid of customers.

Years ago I remember watching a fascinating interview with Steve Jobs.

He was comparing himself to Microsoft and Bill Gates, explaining that

their mission at Apple was to take as much as they could from art,

music, history, science and technology – in his words ‘the best things

that humans have done’ – and cram it into their products. That’s why, he

said while people use Microsoft products, they love the ones that Apple

makes. The difference was passion.

Apple’s retail strategy is also no stranger to appropriation. Next time

you are in front of one of their stores, stop for a minute and squint your

eyes so that the laptops and screens disappear and all you can see are

abstract shapes, materials and lighting. Anything look familiar? When

they designed their stores, Apple took direct inspiration from the world

of luxury boutiques with their expensive construction materials, theatrical

street presence and sparse merchandising, They ruthlessly imitated, but

importantly – it was not from the playbooks of their immediate competition.

There are some limited scenarios when direct imitation works as a

disruptive strategy. For example when you take an expensive product,

and deliver a comparable substitute at a dramatically lower price point.

Although their customers might deny it – low priced imitation is the

secret behind the success of fashion brands like Zara and H&M. They

directly copy high fashion styles from established luxury brands, and rapidly

manufacture and curate market appropriate products at prices mass

market consumers can afford. Not so dissimilar is the practice of Chinese

‘shanzhai’ or bandit phone manufacturers, who offer clones of high end

smartphones at substantial discounts to their originals, and in doing so,

open up entirely new consumer niches. However, imitation only works

for a few where it is an ingrained part of their strategy.

Observe, listen and learn. And if you are working with an creative

agency - push them to identify new trends or current best practices. Your

competitors have a lot to teach you, but often even more interesting are

adjacent consumer niches and industries. What makes brands resonate

with consumers cuts across traditional market definitions and goes to

the heart of what is truly authentic and relevant.

The distinction between inspiration and imitation might be nuanced, but

the competitive differentiation can be vast. Steve Jobs was always fond

of the infamous Picasso quip – ‘good artists copy but great artists steal’.

But what does stealing really mean? When you steal something, you

don’t just take it – you make it your own.

Mike Walsh is the author of the

bestselling book Futuretainment

and CEO of the innovation lab

Tomorrow. Find out more at

www.mike-walsh.com

Insights: Why Inspiration Trumps Imitation - Mike Walsh


LG 2011 New Product LaunchOn April 2011, world leader in electronic information, LG, unveiled its latest range of products at Le Méridien Sheshan Shanghai during its 2011

New Product Launch. Items on show included home appliances, mobile phones, monitors and intelligence-based business solutions, all of which

showed LG’s technology and design at its smartest and most stylish. The theme of the event was “LG Smart Life” and Pico provided the brand

with support for both the event’s media and dealers’ sub-events.

– Sheshan, China

International Intangible Culture Heritage CentreIn recently opening its 17,000 sq. m. two-storey International Intangible

Culture Heritage Centre in Chengdu, Chengdu Qingyang Suburb

Construction Development appointed Pico to undertake a turnkey

package. Our services provided spanned from initial concepts and

planning to detailed design and operation consultancy.

This was the first of its kind in China to take intangible heritage as

its theme. As such, it covers trans-global items specified by UNESCO

as well as specifically domestic items listed by in-country Chinese

authorities. Before embarking upon conceptual planning, our team

undertook thorough research of the various items specified by each

relevant body.

Pico subsequently split all exhibits across permanent and experimental

display areas. In the first floor permanent zone, multimedia technologies

and standard exhibition methods were used to provide audiences

with a mass of fascinating information. A level below in the ground

floor experiential display zone, traditional craftsmen demonstrated

timeless techniques to people. As this zone was mainly educational,

the overarching theme used throughout was communications

between people.

The idea of devoting the ground floor to experiential content was

to start inspiring and encouraging audiences’ to want visit all areas

of the centre from the moment they first entered. The facility’s food

court, souvenir shop and bookstore are also located on the ground

floor and are strongly visually linked to other attractions on this floor.

The core visual identity design used throughout is a ribbon with a

combination of patterns in different colours that link all six of China’s

and the world’s intangible heritages. Such a mixture of patterns

spread over the whole building expresses the human race’s uniquely

diverse and yet unified culture.

– Chengdu, China


Midea Shun Tak Showroom Leveraging Midea Group’s corporate vision

of “Creating a better life for humans”, our

team aimed their design in line with the

needs of overseas merchandisers, local

corporate executives, Midea group staff and

other visitors likely to visit the new 715 sq. m.

showroom.

We helped Midea to successfully express its

strength as a large-scale manufacturer and

the lean-scale manufacturing advantages

that enable Midea to enhance quality and

lower costs.

– Shun Tak, China

Singapore National Day Parade 2011

Pico was appointed by Defence Science and Technology Agency (DSTA) to design and handle all construction works for the 2011 Parade and Ceremonial

Show. Specific tasks included a bridge spanning the waterway between the show’s promenade and floating platform, a transforming “Cube”, the

main stage and a multimedia screen plus various supporting towers and trusses. Other areas where our team loaned their expertise included the flag

podium, under-stage and back-stage areas, the fireworks platform, performance podiums, seating galleries and front-of-house scaffolding.

This year’s parade was one of the most technically challenging and sophisticated design Singapore had ever seen - not only was the proposed stage

layout asymmetrical, it also had to change in form and shape throughout the show in order to continually excite and delight the audience. The most

challenging infrastructure project the team worked on was the 200 tonnes seven storeys high “Cube” - a complex 3D lattice of smaller cubic spaces

containing seven stage drawers, 20 mobile standees and 23 portable cubes. All spaces in the cube integrated mobile units which were rotated manually

during segments of the show to reveal performers. When closed, the walls of each unit doubled as a surface for multimedia projections.

Detailed study had to be done to ensure that the enormous load was evenly distributed before it could be built atop the show’s floating platform. In line

with Pico’s continual effort to provide a new level of design and manufacturing services that are environmentally conscious, steel used to construct last

year’s stage sets were recycled and incorporated again this year. The Pico team’s innate knowledge of design and far-sighted planning ensured that the

entire operation was once again executed without a hitch and the team delivered the entire stage set in time for rehearsals and previews.

“I would like to say a big thank you to everyone at Pico for the work and enthusiasm they have put into our Parade these last few months. Your

continued attention to detail and infectious energy has given Singapore the best birthday party she has ever had.” - Kenny Wong, Technical Director

of National Day Parade 2011

– Singapore

Climate DialogueHong Kong has long played a leading role in Asia’s move towards greater environmental sustainability. In delivering on its “green” commitment, the Territory recently hosted a four-day international Climate Dialogue seminar which saw experts from public and private sectors worldwide come to Hong Kong Convention and Exhibition Centre (HKCEC) to exchange views on how to tackle climate change. Highlights included a C40 workshop, where policymakers from major cities shared insights into policies and technologies aimed at encouraging lower carbon lifestyles. Attracting over 1,600 delegates, Climate Dialogue was a great success.

Pico’s subsidiary MP International (MP) was appointed by Civic Exchange as the conference manager and worked closely with HKCEC in supplying low carbon meals and refreshments and turning off unused electrical equipment and air-cons. Other green steps included using recycled and recyclable materials for name badges, lanyards and plastic holders. Image projection was used as the event backdrop and post-event collection of name badges made from recycled paper. In making doubly sure itself and its attendees practiced what they preached, the event was audited by Reset HK on carbon wastage and emissions.

“The event was very well organised and thanks MP and Pico for recommending cost efficient and low carbon methods which perfectly aligned with our conference message.”- Michelle Wong, PR Manager of Civic Exchange


Nokia ConnectionNokia unveiled its extraordinary new N9 at the 11th Nokia Connection

showcase in Singapore.

An exclusive mobile industry platform for S.E. Asia, Nokia’s latest

Connection event was bigger then ever before and showcased its latest

mobile technologies, innovation and products. Those in attendance at this

year’s “Unveiling the Next Chapter” event included Nokia customers,

partners, developers, operators and media representatives from all over

Asia – many of them from the increasingly important Chinese Indian

markets. Due to the importance of the N9 launch at the 2011 Nokia

Connection senior Nokia managers such as company CEO, Stephen Elop

flew in to chair the unveiling and the event was broadcasted around

the world.

Appointed as the event’s designer, builder and project manager, Pico had

to adhere to strict global brand guidelines. In doing so, they also had to

manage everyone from stakeholders to venue owners while balancing

dynamics between the various offices.

“I just wanted to drop you a line to say how much we appreciate all the

work everyone at Pico did to make our analyst event a success. We are

extremely happy with the team’s work and attitude and look forward

to working with Pico again soon.” - Maiju, Manager of Nokia Industry

Analyst Relations

– Singapore

Please visit www.pico.com for more information.

Edited, coordinated, designed and published by Pico Group. All rights reserved. No part of this publication may be reproduced in any form or by any means, including photocopying and recording without the written permission of the publisher.

The photos shown in this newsletter were taken by photographers and cameramen commissioned by Pico, courtesy of our direct and indirect clients, and were chosen to highlight Pico’s part in our clients’ projects and to place it in context. While care has been taken to select the most appropriate photos, no implication is intended that all elements in the projects shown were done by Pico.

For information, please contact us at Pico House, 4 Dai Fu Street, Tai Po Industrial Estate, NT, Hong Kong SAR, or call us at 852 2665 0990, or email to [email protected].


Tuen Mun Beach Festival 2011Utilising stunning local seafronts such as the Golden and Cafeteria New

beaches and featuring the cream of the Territory’s best-selling musical stars,

Tuen Mun Beach Festival is a Hong Kong seaside institution like no other.

This free celebration of summer was divided into two main parts. In the

afternoon, Pico provided different booth games and sand castles and

sand sculptures, plus dance and band competitions for beach-lovers of

all ages. As the sky grew dark, everyone was thrilled to see their favourite

top local singing stars take to the stage.

“It’s summer! It’s free! It’s our own unique beach celebration!” said one

happy Hongkonger.


The Dreyfuss Group at BASELWORLD 2011The Dreyfuss Group (Rotary Watches) once again commissioned Pico to

provide full turnkey services at BASELWORLD 2011 which covered

everything from design, detailing and construction to full site management.

Our creative concept for the client’s 100 sq. m. two-level exhibit was

inspired by both our clients imagination and our own creative team,

with the centre-piece being two large manually rotating light boxes with

integrated illuminated watch display niches, and lifestyle branding. The

exhibit is fully air-conditioned and uses high end finishes, which includes

American walnut veneers and chandelier lighting.

The Dreyfuss exhibit presence proved to be a huge attraction for

BASELWORLD attendees, and indeed, surpassed our clients expectations,

in terms of meeting both their objectives and budget parameters. The

lower level replicated an open-plan gallery, while the upper level was

designed as an executive lounge reserved for more exclusive VIP demonstrations of the various Dreyfuss Group sub-brands on display. It was essential

that all substrates and finishes mirrored the client’s high reputation within the luxury goods market. In line with our “Pico Eco” mandate, the booth is

fully recyclable and will have an extended lifespan, thus providing a truly remarkable return on investment for the Dreyfuss Group, the entire booth was

designed to be packed and stored, and re-used over many years with an absolute minimum of wastage. Whilst providing atmospheric, open-plan exhibit

architecture, the design also encourage visitors to step inside and engage with the products on display.

Other features included chandelier lighting, printed voiles, which were flexible, allowing meeting spaced to be increased, or decreased, dependent on

the visitor numbers, an omni-directional sound system playing subtle ambient music and subtle dimmable lighting throughout the exhibit.

– Basel, Switzerland

Pico Quarterly Customer Satisfaction SurveyWe are sincerely grateful to all our clients who have taken time to participate in our recent on-line customer satisfaction surveys. The prizes for our 2011

third quarter survey lucky draws went to Mr. Carlin Hsu of Key Mouse Electronic Enterprise Co Ltd. Pico’s Corporate Customer Care Centre treasures every

opportunity to hear from valued clients like yourself. Should you have comments or suggestions you would like to convey to our senior management team,

please email your comments and insights to [email protected] at any time.

Contracts Win with Yeosu World Expo 2012

Marketing

Transcript of Contracts Win with Yeosu World Expo 2012