Hey Vivas_Prospectus Deck

© 2016 Giraffe Consulting Asia
HEY VIVAS ACTIVITIES 2017

© 2016 Happiness & Co Pte Ltd
Leading Brand Growth and Communication Company
Integrated network covering three areas:
1) Professional Consulting & Strategy
2) Brand Activation
3) Digital Technology & Analytics

Giraffe
A subsidiary of Louken
Group, behind SuperMoms,
SuperKids and Rise & Shine,
with more than 200,000
members and counting.
Our Brands:
2013 2014 2015 2016
Mission
Promotes happier,
healthier, brighter
children
Mission
Promotes healthy
pregnancies and
happy motherhood
Mission
Promotes
development of a
child’s academic,
social & emotional
well-being
Mission
Inspires and
empowers people
above 50
to pursue a
purposeful life
Consulting
Asia
Target
Parents with
children aged 2-
6 years old
Target
Expectant parents
and mothers with
newborns up to 2
years old
Target
Parents with
children aged 7-
12 years old
Target
Older adults aged
49 and above

Glimpse of
Our Existing
Partners & Key
Sponsors
GiraffeConsulting
Asia

Built the Largest Parenting & New Moms
Community Movement in less than 3 years
125,900 SuperMom’s
Facebook Page Likes
No.1 Learning platform
for new parents
Singapore’s Largest
SuperMom
Carnival
Record
Host of Fun-filled
activities
Our track
GiraffeConsulting
Asia

© 2016 Happiness & Co Pte Ltd© 2016 Giraffe Consulting Asia
Connect Brand Sponsors
to their Desired Target Market
Our track
Record GiraffeConsulting
Asia

S$61.3 Billion
S$9 Billion2.3 Million
Singapore Book
of Records
Break
300+
“Largest number of
Mothers breastfeeding
their babies at SuperMom
Breast Feeding Challenge
2015”
180+
“Largest number of
Babies feeding soft foods
together at SuperMom
Jubilee Baby Bash 2016”
1000+
“Most number of
Families Having
Breakfast
Sandwiches together
at Rise & Shine
Breakfast Carnival
2014”
GiraffeConsulting
Asia

S$61.3 Billion
Attendance &
Support
at our events
Ministers
Senior Minister of State,
Ministry of Health
Dr Amy Khor
@ Rise & Shine
Carnival 2015
Minister of Culture,
Community & Youth
Ms Grace Fu
@ Rise & Shine
Carnival 2014
Senior Minister of State,
Prime Minister’s Office
Ms Josephine Teo
@ SuperMom Jubilee Baby
Bash 2016
GiraffeConsulting
Asia

Digital Marketing
Campaigns
Driving
Our
Outreach
for Brand
Sponsors
126,000 Facebook Followers (May 2016)
GiraffeConsulting
Asia

:
WHO WE ARE
HEY VIVAS!
No. 1 B2C platform in Asia
Targeted at the active
and affluent PMEBs
50 years and above.

:
We are an inspired
and empowered
community about
pursuing a
purposeful life.
OUR VISION

:
HOW TO ACHIEVE
A BIGGER LIFE?
+ A sharper mind
+ A fitter body
+ Emotional wellness

Our
CONNECT
Motivate
Action
INSPIRE
Create Change
through …
+ Health & Fitness Challenges
+ Travel, Adventures & Experiences
+ Financial Wisdom
+ Technology Updates
+ Mastery Sharings
+ Marketplace of Dreams

Mission
Our
By…
Pursuing and Fulfilling
Aspirations to Live a Bigger Life

1,180,000
Younger Older Adults
(50-64 years old)
628,000
Older Adults
(65 and above, including 70 and
above)
378,000
Seniors Population
(70 and above)
21%
11%
7%
The
Opportunity
In 2016
Source: United Nations
of population (2.2m) in
Singapore is 50 years and more
39% 50 years old and more

Market size
S$9 B
S$61.3 B
2014 2020
Market size for Singapore’s silver market is
projected to grow 7 times in 7 years
Source: http://www.todayonline.com/voices/silver-lining-ageing

Photos are for illustration purposes
“ What’s next for me since
I will have more time?”
Aged 49 and above, professionals, managers and
executives entering their second phase of life and
planning their bucket list of what’s next to do, searching
for pro-active engagement, as their children grow up and
become independent from them.
Our Target (1) : Soon-to-retire

Photos are for illustration purposes
Active agers in early stage of retirement. Healthy and
mobile, social, active, mentally alert and financially
free, they are keen on travels, hobbies and trying new
experiences.
“I want to connect with the
like-minded and pursue my
passion!”
Our Target (2): Active agers already in retirement

“I want to learn a new skill or
find out more how I can
contribute back to community”
Active agers, educated and tech savy, seeking learning
opportunities for personal enrichment. They are still in
their own businesses or self employment, looking to
contribute in meaningful ways, whilst retaining an income.
Our Target (3): Active agers already in retirement

Top Aspirations & Fears
of Retirees
71
63
47
Top 3 Aspirations (%)
60
62
70
Top 3 Fears (%)
Source: HSBC, The Future of Retirement Survey, A New Reality, 2016
Spending more
time with friends and
family
Taking more
holidays
Desire to continue
working
Poor health
Insufficient money
for healthcare
Financial hardship

LIVE A
BIGGER LIFE
H E Y V I V A S
F I T I Z E N S C H A L L E N G E
F E B R U A R Y 2 0 1 7

:
GRAB THAT
POWERFUL
FEELING OF
WELL-BEING
START 2017!

:
+ Kickstart health, wellness & fitness
goals
+ Specially designed cross circuit
programme that mirrors daily
functional activities eg. shopping,
climbing stairs, travel, child sitting, etc
+ Suit different levels of physique; no
time limit to finish
+ Outdo yourself, again and again
with bonus stations
+ Gain health & wellness knowledge
H E Y V I V A S
2 0 1 7

Target Beneficiaries :
+ Sporty and active individuals 50 years
old and above (Moderate fitness level)
+ Sedentary individuals 50 years old
and above who need motivation and
company to start (Low to moderate
fitness level)
+ Corporate employees of the above
age group
+ Accompanying participants below 50
years of age (individuals/corporate)
Secondary Beneficiaries:
H E Y V I V A S
2 0 1 7

Each of the Fitizens station will contain:
1. Assess different areas & levels of participants’ physical health and fitness
2. Quiz on participants’ knowledge of own health and body
3. Passport to record achievements and complete to get finishers’ goodie bags
Singapore’s First Health, Wellness & Fitness Challenge
to encourage individuals above 50 to pursue a bigger
health goal (4,000 Participants)
22 FITIZENS STATIONS:
• Cardiovascular Fitness
• Muscular Strength
• Muscular Endurance
• Flexibility
• Agility
• Eye Power
• Body Composition (fat)
• Balance
• Coordination
• Power
• Reaction Time
• Speed
Date : Sat & Sun, 18 & 19 February 2017
Venue : Sands Expo & Convention Centre (indoor aircon, 15,000sqf)
Activities
mimic daily
functional
activities

Title Sponsor
(Custom-Design
Fitness Station cum
Sponsor Booth)
MSB
BFS
BFS
Title Sponsor track
TitleSponsortrack
Compulsory Fitness Station (18)
Title Sponsor track
TitleSponsortrack
ENTRANCE / EXIT
BFS
BFS
zBFS Bonus Fitness Station (4)
9sqm Exhibitor Table Top (30)
Main Sponsor 1
(Custom-Design
Fitness Station
cum Sponsor
Booth)
Main Sponsor 2
(Custom-Design
Fitness Station
cum Sponsor
Booth)
Main Sponsor 3
(Custom-Design
Fitness Station
cum Sponsor
Booth)
Title Sponsor
(Custom-Design
Fitness Station cum
Sponsor Booth)
Main Sponsor 4
(Custom-Design
Fitness Station
cum Sponsor
Booth)

Dr Tan’s credentials:
+ Bachelor of Science with 1st Class Honours
in Human Movement and Exercise Science
+ Doctorate of Philosophy in Kinesiology from
Michigan State University, USA
+ Kinesiologist and Movement Specialist
+ Developed and crafted the Human Motor
Control and Development module and the
design of the motor control and development
laboratory for the School of Sports, Health
and Leisure
Our partner in developing Bigger Lives
Dr Tan Swee Kheng
PH.D (Kinesology), B.Sc (Hons 1st Class)
Development Kinesologist
Program Director, Fifth Ray Integrated Activities

WHAT WE OFFER PARTICIPANTS :
+ Large Scale Health & Fitness Event Post-CNY
to gather over 4,000 PMEBs, coming together to
achieve their fitness goals after CNY, in a novel
health & fitness event
+ Kickstart 2017 Resolution & Wakeup Call
for the active and sporty individuals above 50
years of age to kickstart their 2017 fitness goals
and resolution
+ Specially Design Total Body Workout Circuit
programmes by trained movement specialists, to
encourage interest and adoption in older
individuals not familiar with sports
+ Bond & Make Friends
To encourage bonding amongst families, inter-
generations and corporate employees

+ Be aligned with “Live a Bigger Life” message
Brand message is empowering for individuals above
50, encouraging them to be active and healthy to
pursue bigger goals. In line with Kinohitmitsu’s
mission of pursuing Life with freedom
+ Opportunity to engage older adults group
Maximum branding visibility and audience
engagement to participants above 50, mostly high
earners & income generating PMEBs, where health,
wellness and balanced nutrition is key to achieving
bigger dreams
+ Brand cum Product Level Marketing
Guaranteed exposure to participants as station
activities will be custom-designed to support
Kinohitmitsu’s brand and product level messaging. Eg.
Title Sponsor is entitled up to 5 Fitness Activity
stations, ensuring maximum interaction, across
product ranges.
BENEFITS :

+ Effective Leads Generation
Targeted marketing and lead generation to pre-
dominant income generating PMEBs over 50
years old, and their peers, friends and families
from the same socio-income bracket
+ Face Time Engagement
Extensive face time with participants, public and
supporters as the venue is free to enter.
Participating booths will be approached to
complete passports of activities, ensuring more
face time engagement
+ Corporate Social Responsibility
Opportunity to be part of a good social cause,
aligned with government partners, to nurture a
healthy nation
BENEFITS :

LIVE A
BIGGER LIFE
H E Y V I V A S
L I F E S T Y L E &
D I S C O V E R Y J O U R N E Y
S E P T 2 0 1 7

Exciting Line Up:
Seminars, workshops,
demonstrations, activities, product
and services showcases and a
awards evening to signal the
beginning of your journey towards
golden years of happiness and
fulfilment
5,000 sqm
Consumer Showcase – best-in-class
brands, products and services
.
Singapore’s most comprehensive first thematic
lifestyle and discovery journey to celebrate Live a Bigger Life
22 to 24 September 2017, Marina Bay Sands, Singapore
Marina Bay Sands
Convention Centre
Premium atmosphere targeted at
premium visitors
40,000
Targeted visitors actively seeking
pro-ageing options and solutions

© 2016 Happiness & Co Pte Ltd© 2016 Happiness & Co Pte Ltd
Singapore’s Largest Gathering
of over 40,000 individuals above 50 in
the mid to high level income bracket
who are actively seeking options and
solutions
to make the most of their golden years
First Ever Platform
that promotes active agers’ engagement
via Thematic Lifestyles, Inspiration Zones
and Learning Pavilions to respond to and
capture the dynamic needs of the growing
affluent baby boomers market in Singapore
Brand Association
Associations with premium brands,
government stakeholders, profiling next to
innovators & disruptors of new products &
services for increasingly affluent market
Branding
Brand building, customer engagement
and targeted outreach over three days’
prominence & exposure
Immediate Market Access
Your immediate access to 5% of
Singapore’s affluent baby boomers
market
Best-in-class Consumer Showcase
dedicated for the baby boomers, attended by
baby boomers and supported by relevant
silver agencies and networks in the region,
with over 200 showcases utilising
5,000sqm floor space
Sponsors’BenefitsWhatWeOffer

© 2016 Happiness & Co Pte Ltd© 2016 Happiness & Co Pte Ltd
Lifestyle & Learning
Focusing on lifestyle & learning, this is
the only event in the region employing
case studies, real life examples, live
conversations with world’s inspiring
models of active individuals above 50,
group activities, lifestyle experiences and
customized learning activities,
conducted in English & Mandarin
Hey Vivas Awards
Culminating in a Hey Vivas Awards Gala,
this is the only event in Asia that
promotes, recognizes and honours
active individuals above 50 who have
made significant contributions to the
development of active ageing in Asia
Corporate Social Responsibility
Brand association/ opportunity for
corporate social responsibility
Cost Effective Market Access
Bi-lingual customers base, multiple
channels and options for cost-effective
market access
Sponsors’BenefitsWhatWeOffer

The symposium and expo culminate in
the high prestige Hey Vivas Gala. On this
very special night, two exemplars of
positive ageing shall be crowned by a
world-renowned celebrity and fêted by
the Hey Vivas community.
Groundbreaking, thought-provoking and
full of life, Hey Vivas transforms how
ageing is perceived: that it’s not the end,
but a golden age — a new way of living
that makes so much more possible
Hey Vivas Gala
Hey Vivas! Journey Floorplan Zones
2017
Hey Vivas!
Lifestyle & Discovery
Journey Floorplan
Happiness & Lifestyle
Nutrition & Health
Beauty & Fitness
Travel
&
Leisure

Zone
Happiness &
Lifestyle Bonding with friends
Bonding between
husband and wife
Happiness = Companionship, spending time
with our loved ones and family
“
”
Bonding with children
and grandchildren

Zone
Happiness &
Lifestyle
Activity: Urban Garden/ Ikebana
© 2016 Giraffe Consulting Asia© 2016 Giraffe Consulting Asia
Talk: Coffee mornings helmed by exemplars & thought leaders on Happiness & Companionship
Showcase: Afternoon Tea Appreciation
Potential activities:
Coffee Tastings, Choosing a Memento for Legacy, Journaling and Reflection
Diary, Wine Appreciation, Connecting with Millennials

S$61.3 Billion
Zone
Nutrition &
Health
Activity: Salad & Enzyme making demo
Talk: Celebrity Chef and
Invited Nutritionist on healthy
and light meal preparations
Cold Pressed Juices And Smoothies Cafe
Showcase: Flower & Fruit Tea Drinking
Planting edible herbs
TCM Guru Challenge
Sushi making class
Jamu drink making

Zone
Beauty &
Fitness
Talk: Ageing with Grace &
Ageing Menopause
Masterclasses with Celebrities
Activity: Stationery Biking/ Cardio Challenge to
create renewable energies
Showcase: Get Fit with Workout App Demo(encourage digital and
technology embracing)
Zumba Gold,
Pilates, Low Impact
Exercises, Body
Conditioning, Free
Manicure, Foot
Massage

Zone
Travel &
Leisure
Showcase:
How to DIY a Holiday
Activity: Look your best with wefies and selfies
Talk: Sharing by Popular Travel Bloggers at Onsite Theatre
Sidewalk cafes, Street Buskers,
Sketch Artists (Illustrations on the spot)
Igloo bar and snow experience

3. When There’s a Will, There’s a Way
Avoiding inheritance conflicts, what
you need and need not do?
A Masterclass on Making the Most out
of Every Moment
1. Make Happiness Happen
Diet, Nutrition, and
Well-Being
4. Eat Better, Rest Better, Feel Your Best!
Learning Zones
Retirement Funds that Do More so You
can be More
2. Grow your Nest Egg

5. Climb Every Mountain
Sports, Health & Fitness
6. Dare to Connect
Communicate and Connect with
younger ones
Secrets to Ageing Beautifully and
Staying Flaming Hot Past 50
7. Look Good Feel Great
Recognizing and Honouring the
Seniors who Shine
8. Awards Gala Dinner
Learning Zones

Make
Nest Egg
Happiness
Happen!
Grow your
There’s a Way
When There’s
A Will,
Learn from seasoned financial advisors and
investment savvy retirees on nurturing your
financial freedom. Maximize well-earned
returns on your investment and live
the life you deserve!
Catch some of the world’s leading
minds on the pursuit of happiness as
they share insights and revelations to
inspire your retirement years.
Approach this sensitive topic with
confidence! Navigate successful
legacy planning, avoid inheritance
conflicts and be worry free..

Eat Better,
Rest Better:
Climb
Feel Your Best!
Every
Mountain
Dare
To Connect
Learn it straight from the pros about
cultivating practical and sustainable
healthy habits with natural foods,
herbs, prevention diets, and good
nutrition.
Stay fitter for longer! Keep arthritis,
osteoporosis and ageing conditions
at bay with regular physical activities
and strength-building exercises!
The key to healthy communication with
the younger generation, closing the
generation gap, and staying in touch with
loved ones through social media.

Hey Vivas!
AwardsLook Good
Feel Great
Makeover Demonstration:
Hair and Makeup tips by celebrity
stylists proven to take years off your
face
Honouring the first ever Hey Vivas of
2017, who best embody the ideals of
positive ageing. Enjoy an
unforgettable night ballroom dancing
with friends, new and old.

Celebrities
International &
Local
who embody the spirit of active ageing

Existing
& New
Supporting
Government &
Agencies

The symposium and expo culminate in
the high prestige Hey Vivas Gala. On this
very special night, two exemplars of
positive ageing shall be crowned by a
world-renowned celebrity and fêted by
the Hey Vivas community.
Groundbreaking, thought-provoking and
full of life, Hey Vivas transforms how
ageing is perceived: that it’s not the end,
but a golden age — a new way of living
that makes so much more possible
Hey Vivas Gala
Online & offline
Media Campaigns
• Above line advertisements
(newspapers, radio, mrt and
bus adverts)
• Press publicity
• Road side banner advertising
• Facebook advertising
• Flyer drops, etc.

Sustained
Outreach
Hey Vivas will kick off with a year long
calendar targeted at promoting active ageing
to the seniors in Singapore. Events include
Fitizens Challenge (Feb 2017), Learning
Cruises, Master Classes, and more in 2017.
Private sector led, consumer focused
movement that focuses on positive
ageing for the fast growth, affluent
babyboomers.
First in Asia
Why
Hey Vivas!
Take Part?
Established
HINI networks
Database of 49 years old and above
target audience comprising
professionals, exectives, business
entrepreneurs and HINIs who have
retired or are retiring

Thank
you
karyn.lim@heyvivas.com
www.heyvivas.com

Hey Vivas_Prospectus Deck

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