Pico successfully executed the MHESI Fair: SCI POWER FOR FUTURE THAILAND for the Ministry of Higher Education, Science, Research and Innovation (MHESI). Held in Bangkok, Thailand, from July 22nd to 28th, 2024, this large-scale event spanned 25,000 sq.m. Pico provided a comprehensive turn-key service, encompassing concept and design, content management, PR plan and campaign, main exhibition build and operation, seminars, digital engagement, and overall event management. This inaugural event aimed to showcase the diverse work of the various organizations under the MHESI Ministry and engage a wide range of target audiences.
Insights: The MHESI Fair presented a unique set of opportunities and learning experiences. As the inaugural event, the ministry was exploring the best approach to content management. The diverse landscape of organizations under the MHESI umbrella called for thoughtful coordination to ensure a unified and impactful message. Connecting with a broad spectrum of attendees, from children and families to researchers and senior citizens, required a sensitive and tailored engagement strategy. Pico recognized the potential of a holistic, integrated brand experience, combining the power of online and offline channels to broaden reach and deepen engagement. Gathering and analyzing data was also seen as essential for shaping and enhancing MHESI events.
Executions: Pico delivered a comprehensive suite of services, focusing on creating a memorable and impactful experience for all attendees. Integrated Brand Experience (IBE) strategy were applied to orchestrate a cohesive online-to-offline journey for attendee. Before the event, we generated excitement through online and social media campaigns, complemented by eye-catching out-of-home advertising (in partnership with Plan B). During the fair, we amplified engagement by collaborating with influencers and key opinion leaders (KOLs) to create buzz and encourage social sharing. Interactive digital activities and online platforms further extended the event experience and fostered ongoing conversations. This ensured that the MHESI Fair was not just an event, but a trending topic.
Pico took a strategic approach to content and audience engagement by recognizing the diverse missions of the MHESI organizations, and collaborated with the client to categorize their work into six key themes, then identifing six core audience groups, from families to researchers, and designed dedicated zones, with a spaces for open discussions, specialized sessions, and community building, within the fair to cater to their specific interests. Our creative team developed engaging and entertaining experiences that seamlessly integrated with the content of each zone. The data from various sources, including online and offline engagement tracking, social listening, prize contest participation, attendee feedback via questionnaires, and sales figures from the event were collected and analyzed for the next MHESI events.
Moreover, with a tight timeline and a large venue, meticulous planning and execution were crucial. Astreamlined project management approach was implemented to empower teams to work directly with clients and ensuring quick decision-making. Also a strict cost control throughout the project has been maintained from design to execution. Regular progress meetings facilitated clear internal communication and allowed the working team to address any challenges efficiently. The attendee interests information were collected to enhance the attendee experience and gather valuable data. Immersive technologies like AR, VR, and interactive rooms created shareable moments and further amplified the event's reach on social media. These technologies added an element of fun and interactivity, making the MHESI Fair a truly modern and engaging experience.
Summary: The MHESI Fair was a resounding success. By leveraging a data-driven approach and focusing on integrated brand experience, Pico effectively engaged a wide range of audiences and showcased the diverse work of the MHESI Ministry. The project's effectiveness was enhanced by analyzing data from similar events, establishing Pico as a knowledgeable and valuable partner.
