Over 50 years of Total Brand Activation leadership!
Brands have always been more than names and logos; they represent stories and values. But as fascinating as they may be, they are unlikely to be long remembered by audiences unless they are felt as much as heard and seen. For brands to truly resonate with audiences, they must be experienced.
Through events, marketing campaigns, exhibitions, conferences, and even commercial interiors, the Pico Group has been crafting such ‘total brand experiences’ for more than half a century. In each of those years, it has combined creativity with the latest techniques and technologies to make them more immersive, more engaging, and more memorable than previously possible. It would be an understatement to call the group’s approach merely successful: in just over 50 years, it has undertaken projects ranging from single events to major sports tournaments and world expos for clients of all sizes from across the spectrum.
Today, with the advance of technologies such as VR/AR and AI, breakthroughs in the use of data, and new techniques like gamification, Pico Group’s innovative path has brought it to the forefront of an exciting new era of brand experience. They call it an ‘Integrated Brand Experience,’ and it promises more of everything that brands need: bigger, more actively interested audiences, engaged as loyal, long-term brand communities.
Total Brand Activation in a new era
As Pico Group’s Chairman Lawrence Chia relates, Integrated Brand Experience enables audiences to be engaged—or choose to be engaged—in the ways that are easiest, most natural, and most organic: “We use data to deeply understand the habits, behaviours, and perceptions of a target audience, then craft brand experiences to directly appeal to them. A single campaign may offer several different experiences incorporating elements of VR, AR, and physical and online activity, but all integrated seamlessly into a coherent whole with a single purpose.”
“As well as multiplying the ways audience members can become immersed in the brand, the digital elements of such campaigns mean they aren’t necessarily limited to a certain time or place. The potential audience is tremendous. With gamification [a means of incentivising engagement through entertaining brand activities with rewards] in the mix, their engagement can not only be shareable but also ongoing, repeated, and habit-forming.”
The potential of integrated brand experience has already been realized in many Pico-led projects. In mature markets like Europe and the USA, brands are increasingly relying on their ability to ‘cut through’ media noise to engage audiences and realize an impressive ROI. Pico’s campaigns for insurance giant State Farm, for example, have been widely lauded for their effective use of social media and gamification to grab the attention of young audiences. In the Middle East, the company played a pivotal role in the success of the 25th Arabian Gulf Cup Opening Ceremony and has several significant projects in the pipeline aligning with Saudi Arabia’s giant Vision 2030 initiative.
The team & technology it takes
As might be expected with such highly integrated, sophisticated campaigns, what reaches the audience is just the tip of the iceberg, the culmination of the integrated work of a diverse team of professionals that in some cases transcends national boundaries. It is by leveraging the expertise and local insights of 2,600 professionals in 35+ cities around the globe that Pico can so effectively deliver on client goals with its cross-platform activations.
Chia explains further: “The integrated approach isn’t a bandwagon we’ve jumped onto; it’s something that has evolved naturally from what we’ve been doing all along. We have always been innovative and collaborative; we have always used the latest technologies where they offered a clear advantage, and we have repeatedly reinvented ourselves to use the latest advances to the fullest.”
Aiding considerably in Pico’s ability to collaboratively harness the abilities and insights of diverse people and teams within the integrated brand experience framework is its PowerONE Unified IT system. This streamlines processes and enhances customer relationship management, ultimately driving consistently superior results for clients. Because technology is only as useful as the people who use it, the company also provides training to cultivate a knowledgeable, creative workforce adept at navigating contemporary challenges.
Recognizing the significance of data—and understanding how to collect it, analyze it, and exploit it—is another distinctive ability shared by Pico’s teams. Here, the increasing presence of digital-based elements in activations aids in gathering crucial data on audience behavior. The Group’s proprietary AI-powered ExQ™ Experience Analytics tool then enables the effectiveness of audience experiences to be measured comprehensively, both quantitatively and qualitatively, to provide insights for further improvement in ROE and ROI.
Keeping ahead of the curve
Nothing stands still in today’s market, with the expectations of brands and customers alike changing with the advance of technology. Likewise, Pico Group continues to look forward, exploring new ways to make integrated brand experiences even more engaging, resonant, and far-reaching.
One of its new advances is YAOLAND, a versatile Web 3.0 platform optimized for low-cost use by brands of all kinds. YAOLAND enables seamless user interaction without downloads, regardless of the device. Inside, users can create personalized avatars to engage in real-time interactions with brands and other users, facilitating immersive activities like tourism, shopping, and product demonstration. If desired, users can even earn rewards while exploring brand stories.
Also, in tune with the times and expectations, Pico is one of the industry leaders in sustainability. Their commitment is more than skin-deep, with the company having made significant strides in reducing its carbon footprint. In its offices, efficient new technologies continue to reduce the usage of paper, water, and electricity, while Pico’s extensive production facilities—totalling approximately 70,000 square meters of floor area—have become well-versed at using recyclable and repurposed materials with minimal waste.
Pico teams put such know-how to good use in many client activations, often leading to environmentally friendly innovations of their own. A notable example is Pico’s contribution to the COP29 conference, where it served as the main official contractor for the Blue Zone, hosting the world with some of the greenest global organizations.
Looking ahead, as always
“The last decade has seen the global market change radically, and the changes continue, driven by advancing technology, geopolitical events, and the gradual stabilisation of the global economy. Risks of supply chain disruptions and fluctuating demand continue,” Chia observes. “We have not only survived but thrived in this challenging environment, thanks to our culture of innovation, creativity, and flexibility, and we can continue to win a larger market share on the same basis.”
Further buttressing the Group’s reach and capabilities is its recent full acquisition of Infinity Marketing Team, LLC, solidifying its presence in the US market. The acquisition also further enriches the Group’s ability to deliver integrated cross-channel solutions. Pico’s project pipeline is also full, with work in the electric vehicles sector (for BYD, Polestar, GAC Aion, and Xiaomi, among others), several theme parks and museums (including the Hong Kong Museum of History and a Hollywood-themed property in Japan), and notable events such as the Singapore International Transport Congress and Exhibition are all ongoing.
Chia concludes, “Our extensive network, the breadth of our deep expertise, and our embrace of new technology and ideas give us an unparalleled edge in the industry—and our clients real advantages when it comes to activating their brands. As always, we’re building on our success and plan to continue our pivotal role in shaping the future of global marketing and events.”
Case Studies to Highlight:
The Big Game Came to Us (Super Bowl LVII)
