Introduction: Pico was entrusted by the Ministry of Higher Education, Science, Research and Innovation (MHESI) to fully execute the "MHESI Fair 2025." Held from August 9 to 17, 2025, at the Queen Sirikit National Convention Center (QSNCC), the comprehensive scope of work included design, construction, operation, show & performance, project management, marketing, PR, logistics, website & social media, and digital execution. The core objective was to showcase MHESI’s potential in driving infrastructure benefits, improving quality of life, and boosting national competitiveness.
Insight: Pico leveraged data from the previous year to analyze core target audiences, popular content, and potential business opportunities. This evidence-based planning strengthened the proposal's credibility. Real-time tracking of zone activity and daily satisfaction assessments allowed the team to continuously refine the experience by identifying low-traffic areas and boosting engagement based on attendee feedback.
Solutions: Pico transformed the exhibition into a seamless journey across media and on-site zones. Seven themed zones were designed to reshape MHESI’s public image and increase accessibility, positioning the event as an annual family-friendly destination combining fun and education. The event saw nationwide activation through Out-of-Home media, PR, Cloud, Public Transportation, and TikTok filters, alongside the activation of diverse KOLs (Magnet, Micro, Nano) across key segments.
Execution: Pico's primary challenge was distilling complex academic content from over 250 MHESI organizations—covering science, research, and innovation—into an inspiring, easily digestible, and large-scale exhibition aimed at fostering a "Lifelong Learning" society for all Thai generations. To strategically position the Fair as a must-attend Annual Event and build long-term loyalty, Pico integrated interdisciplinary science, art, and education, utilized prior-year data insights, and designed engaging, multi-generational activity spaces tailored to diverse segments, including families, students, and entrepreneurs. The firm maximized engagement by integrating advanced digital technologies like AR/VR, Mapping, Touchscreens, and Interactive Games. Despite a tight 25-day preparation timeline, the project was successfully delivered through exceptional teamwork, clear communication, and proactive problem-solving, which involved maintaining 24/7 internal and external communication for agile decision-making and conducting essential weekly alignment updates with the 250+ involved organizations.
Results: The MHESI Fair 2025 was a resounding success, substantially surpassing all established targets. The event generated Economic and Social Value exceeding THB 1,100 million, significantly overshooting the THB 500 million goal. Total attendance, both Onsite and Online, reached 720,000 people, exceeding the target of 500,000. Furthermore, the event served as a powerful business platform, facilitating 345 Business Matching sessions, nearly seven times the target of 50 pairs, and resulting in the dissemination of 1,059 research outcomes, far surpassing the goal of 50. The event achieved an excellent average satisfaction score of 92.4%, well above the 80% target.
