Specialties

For most brands who want to tap into the gaming market, catching the attention of the thousands of digital entertainment consumers at ChinaJoy – the China Digital Entertainment Expo and Conference – is a crucial necessity.

Pico was tasked with creating a massive booth for JD at ChinaJoy 2019. The booth aimed to activate the brand's presence in the e-sports sector, and influence consumer behaviour to consider JD as the preferred platform for computers and digital devices.

Insight

The booth aimed to highlight the brand’s growing and diverse e-sports ecosystem and its mission to provide quality products and excellent content and service. Pico’s approach was player-oriented, aiming to give booth visitors direct experience of the client’s offerings.

Solution

The booth’s design and interactive activities were all geared to supporting JD’s core objective and empowering their marketing strategy.
Themed as ‘a limitless gaming experience’, the installation evolved into a striking presence with dramatic lighting, geometric patterns and forms lending a blazing dynamism to its corporate red colour scheme.

Excitement marked the booth’s opening with a ‘live battle’ between well-known e-gaming hosts. Within the booth’s confines, visitors were mesmerised by an array of interactive games including VR rhythm lightsaber, reaction time, sandbag-throwing and puzzle-solving activities with a variety of prizes.

These challenges and the booth’s VR elements proved especially effective in both boosting visitor participation and underlining the client’s attractive products. Visitor numbers were boosted further by a stamp-collecting challenge: visitors to the booth and those of several JD partner brands were rewarded with a stamp at each location, and those who completed the full tour were entered into a lucky draw.