The document highlights various event activation projects by Pico in winter 2017, including Expo 2017 Astana, the Volkswagen Multivan Panamericana launch, Taste of Hong Kong, Yo'hood fashion carnival, and the Land Rover Discovery SUV launch. Each event showcased Pico's expertise in event management, creative execution, and innovative solutions such as digital payment systems. Additionally, the document mentions Pico's role in the AFC Champions League final, emphasizing successful collaborations and the positive reception of their services.

1. Winter 2017
Imagemaker
Wherever there is an Audience, there is a Mission for Total Brand Activation.
In this issue:
Expo 2017 Astana Volkswagen Multivan PanAmericana Night Taste of Hong Kong YO’HOOD Land Rover All-New Discovery SUV
Launch Event AFC Champions League Final
Expo 2017 Astana
Astana
Pico is delighted to have been involved in the activation of seven pavilions at Expo 2017
Astana: the Belarus, Israel, France, Pakistan, Singapore, Sri Lanka and the Shanghai
Cooperation Organisation pavilions. These pavilions are now part of Pico’s continuously-
expanding and award-winning world expo and specialised expo portfolio, which has
reached almost 90 pavilions in size.

2. Volkswagen Multivan PanAmericana Night
Yunnan
Volkswagen, one of the world leading carmakers, introduced the new Multivan PanAmericana
to dealers and media with a city-to-countryside trek and a high-profile event combining
culture, entertainment and promotion.
Promotion of the new model would centre on its go-anywhere adaptability, tackling rough
rural roads and moderate off-road conditions with ease while providing considerable comfort
in city and motorway driving.
The team’s responsibilities spanned the whole spectrum of event management and execution
– from creative design to fabrication, hospitality and interactive zone management.
Creative execution – Test drive event
The programme for the ‘Volkswagen Multivan PanAmericana Night’ launch event consisted
of two major segments. First, a fleet of Multivan PanAmericanas was driven from the city
of Yunnan to Jiuzihai Pasture in Lijiang – a route that offered a vivid demonstration of the
vehicle’s ability to travel over virtually any type of urban or rural terrain.
As well as planning the route and providing vehicle management, the team meticulously
organised coaches, food and beverage services, and media photography locations to support
the trek.
2 IMAGEMAKER Winter 2017

3. Winter 2017 IMAGEMAKER 3
Creative execution – The night event
The InterContinental Lijiang Ancient Town Resort hosted the ‘main event’ part of the
programme. Here, Yunnanese Dongba cultural elements were used to give the venue
a distinctive look, complemented by live performances of traditional folksong, and a
food menu that included customised desserts. Also created was a special interactive
zone with VR driving simulations of the new model.
Defining moments in the evening programme were firmly focused on the Multivan
PanAmericana, including presentations describing the vehicle’s specifications, functions
and performance, and the premiere of Looking for the Ultimate Good Forest, a promotional
video produced jointly with China National Geographic.
Results
Interest in the launch proved to be high, with 150 invited attendees present, of which no
less than 76 represented various media.

4. Taste of Hong Kong
Hong Kong
Presented by Standard Chartered, the Taste of Hong Kong hosted four days of eating,
drinking and entertainment at the Central Harbourfront Event Space in Hong Kong.
Pico created an effective digital payment solution for the event, and provided exhibitors
and the organiser with 120 payment devices to ensure a smooth payment flow and post-
event analytics.
Execution
Centralised digital payment solution
The cashless centralised payment system was exceptionally convenient to use, operate
and administer. All onsite payments were made through a mobile point-of-sale system
which accepted both credit cards and NFC payments.
Post-event analytics
Finally, the amount of data gathered through this process yielded impressive amounts
of data which could be used, includes how attendees spent their time at the event,
their general flow around the event site, and provide detailed analytics for each zone of
the event.
Results
The system was a hit with the organiser, exhibitors and visitors. With fewer counters
needed to make purchases, exhibitors and the organiser were able to deliver nimble,
mobile payment options with less manpower; while visitors enjoyed the advantages of
the convenient, queue-less and cashless system which allowed them to spend more time
enjoying themselves at this delightful event.
4 IMAGEMAKER Winter 2017

5. Winter 2017 IMAGEMAKER 5
YO’HOOD
Shanghai
YOHO! Group, China’s leading fashion e-commerce platform, recently wrapped up its
fifth YO’HOOD 2017 Global Fashion Carnival in Shanghai. This year’s theme was YOHO!
& FRIENDS and Pico’s hard work behind the scenes helped drive this star-studded
three-day event that attracted almost 60,000 fashion fans who enjoyed the offerings of
over 150 famous and fabulous fashion labels.
Being the fifth year of the carnival, it was important to celebrate and reinforce the event
as a key platform for fashion groups and young people to communicate and express their
ideas about fashion, trends and lifestyles as freely as possible towards their trendy lifestyle.
Providing key fabrication and organisation services, Pico’s teams coordinated between
major stakeholders, built functional but fun and eco-friendly booths and put all our
effort into making sure the event ran as smooth as silk.
We are looking forward to helping activate even more success at the next YO’HOOD
event in 2018!

6. Land Rover All-New Discovery SUV
Launch Event
Hong Kong
Literally making a mountain out of a molehill was just one of many tasks executed
by Pico for Land Rover’s launch of its All-New Discovery SUV. Pico was commissioned
to provide full experience design services. In addition to event management, this
launch required the design and fabrication of a fancy experience park, where guests
could witness and test out the new model’s exceptional new functions and features.
6 IMAGEMAKER Winter 2017
Creative
The Land Rover Experience Park was the focus of the launch event. Essentially a challenging
obstacle course for vehicles filled with tricky slopes, deep pools of water, a mud hole
and uneven terrain, in which the pools of water and a mud hole are the first of its kind
worldwide. This carefully designed and tailor-made park provided an unforgettable
experience for exclusive customers attending the launch.
As professional drivers navigated the toughest part of the course, guests sat next to
them, watching in awe as the SUV navigated impossible terrain. Especially was the
vehicle’s ‘terrapod’, a feature designed to help the SUV over stumbling blocks in the
natural environment.

7. Winter 2017 IMAGEMAKER 7
Execution
As with the All-New Discovery itself, the launch was designed to be crowd-pleasing and
family friendly. Providing event management, fabrication, video shooting and production
services, Pico ensured that the ‘Discovery is Limitless’ theme was ever present.
The experience park itself was divided into four zones: On the Edge, On the Fly, On Your
Own and On Your Mark. The first two zones were the most difficult, with professional
drivers taking the wheel, while in the On Your Own zone, the guests could test drive the
Discovery over different obstacles themselves.
The On Your Mark zone featured a photo booth where guests could take snapshot and the
Discovery by photographers and share the photos with special effects on social media via
a QR code, conveying the theme ‘Discovery is Limitless’.
The launch event began in the evening with a bang, with the Discovery’s unveiling
complemented by a fireworks display and several adorable and photogenic guide dogs,
perfectly capturing the All-New Discovery’s awesome performance and its family friendliness.
Result
This colourful and prominent event attracted media and over 400 special guests of Land Rover.

8. 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 photo-
copying 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 corp.info@hk.pico.com.
AFC Champions League Final
Saitama
The tense final match of the AFC Champions League 2017 was held at Saitama Stadium
on 25 November 2017. Pico activated the branding for venue and provided decorations
and a variety of other services for the opening ceremony, the awards ceremony and
hospitality rooms at the venue.
The decision to hold the final match in Japan was made just one month prior to the
match itself. During this very limited time, Pico liaised, coordinated and cooperated
with the many stakeholders, including the Asian Football Confederation (AFC), Saitama
Stadium, multiple suppliers and of course the teams themselves. Pico’s painstaking
hard work produced not only a great game but a superb, colourful showcase for this
global spectacle of sport.
The quality of service provided by Pico was highly appreciated by the AFC. The success
of this event has now laid the groundwork for other global-level sports events taking
place in Japan in the lead-up to the Tokyo Olympic Games, which will be held in 2020.