OUR WORK

SEEDLY PERSONAL FINANCE FESTIVAL

Conferences, Brand Activations | Seedly | Singapore

About the event

Seedly is a community platform centred around personal finance. There, users can learn more about and take part in discussions on credit cards, saving accounts, insurance policies and bank loans among other topics.

It’s behind the annual Seedly Personal Finance Festival, where dozens of thought leaders from the sector converge to share their knowledge and insights on personal finance.

Seedly Personal Finance Festival 2023 was the fourth edition of Seedly’s flagship event and its biggest yet. Staged at Suntec Singapore Convention & Exhibition Centre on 15 Apr 23, the event spanned two halls or 3,890 sqm – larger than three Olympic-size swimming pools put together.

This massive space housed three distinct zones, each corroborating with Seedly’s aim to distill the niche topics of personal finance into more accessible packs of information through fun, games and bite-size dialogues.

Creativity meets event production expertise in our efforts to bring Singapore's largest personal finance festival to life

As a partner of Seedly Personal Finance Festival, we were responsible for the successful execution of all three zones. Let's dive behind the scenes to see how we did it.

Activity Zone

Themed to look like an arcade, the activity zone boasted a total of 17 exhibition booths.

In particular, companies such as DBS Bank, CMC Markets, Singlife, Chocolate Finance and GXS commanded exhibition booths as large as 18 sqm each, capturing the attention of visitors with towering facades and even more eye-catching games.

We conceptualised and designed the booths of major exhibitors

DBS Bank

As a platinum sponsor of the event, DBS Bank had one of the three joint largest presences in the activity zone.

In designing its exhibition booth, we first looked at the most popular games in the arcade and discovered that players are queuing to beat the high scores at basketball.

Armed with a variety of chimes and jingles, the game also leans heavily into positive reinforcement to draw a crowd. By likening the high scores to saving goals, we were able to help DBS Bank more easily communicate the importance of saving to visitors.

CMC Markets

CMC Markets, another platinum sponsor, also secured a sizeable space in the activity zone.

Wanting to promote its investment products, CMC Markets challenged us to create a space that invited visitors to learn more about its products from its consultants.

Banking on Tetris, we built CMC Markets’ exhibition booth around the arcade game’s iconic blocks.

“Booths are usually surrounded by walls, which discourage people from entering. By arranging the Tetris blocks strategically, we wanted to create a ‘porous’ booth that enticed people to explore its different pathways,” Hazel Lim, Assistant Director of Event Experiences, says.

Chocolate Finance

Chocolate Finance, a brokerage app, was set to launch an investment product that prioritises safe returns in the second half of 2023.

Targeting young families and those who have just started their careers, Chocolate Finance wanted an exhibition booth that could quickly grab their attention and generate great fanfare.

With just 8 sqm to pack a punch, we decided to create a space that was as kinetic as possible. This meant outfitting the exhibition booth with a rotating ‘₵’ logo and a stock ticker-like LED strip. The highlight was a money box that put visitors right in the game.

We provided creative and technical support to other exhibitors

We also conceptualised and designed the SingSaver and Seedly exhibition booths, which drew audiences in with their larger-than-life backdrops.

Combined with the provision of sound systems and interactive touch-screen signage TVs, we empowered the exhibitors to amplify their engagement with visitors.

We ensured that each exhibition booth was built on schedule and set up according to venue guidelines

With just a month to build the exhibition booths, we were in a race against time. Collaborating with multiple carpenters allowed us to distribute the work more evenly, mitigate the risk of disruption and preserve good craftsmanship.

In addition, we had to keep an eye on the weight of each exhibition booth. Working in close consultation with Suntec Singapore Convention & Exhibition Centre, we designed and integrated extra support into the bases of select exhibition booths to prevent damage to the carpets in the event halls.

If you were to look at the entire event venue, it’s an arcade theme – exactly what we wanted it to be … I think our experience working with (UPGroup Asia) is that they were alongside us all this while. In fact, last night, they were actually a great help in terms of the setup. (They are) really a great partner to all of us for this event, and we are really really appreciative of it.

Yeap Ming Feng

Head of Seedly

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Main Stage

Tickets to the main conference sold out within a week, making it the most anticipated highlight of Seedly Personal Finance Festival 2023.

This wasn’t a surprise, given that it was anchored by over 8 hours of keynotes, panels and fireside chats. The most notable guest was Minister of Health Ong Ye Kung, who opened the conference with an outlook on Singapore’s economy.

A focus on high production values, delivered by leading-edge audio and visual solutions

The main conference was run on a scale never seen before at Seedly Personal Finance Festival, calling for a bevy of audio and visual solutions capable of delivering rich content to a 3,000-strong audience.

It unfolded against a sweeping LED wall, which spanned nearly the width of two event halls and provided those on stage with unmatched real estate for their presentations.

We also outfitted the main stage with concert-grade line-array speakers. They were key in distributing audio more evenly across the large space, so front-row audiences weren't confronted with excessively loud audio while those seated at the rear could still hear what was happening just as clearly.

We led a big-screen rethink of how to showcase content

Having managed both the second and third editions of Seedly Personal Finance Festival, we had collected a deep understanding of what was essential to the seamless execution of the main conference.

Unlike the past two editions of Seedly Personal Finance Festival, which were held virtually, this year's edition had the advantage of a vast LED wall.

This created an opportunity for us to rethink how we could showcase the content of each dialogue to the audience. Working in close collaboration with each speaker, we were able to help develop more creative and dynamic stage presentations.

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Side Stage

Unlike the main stage, the side stage was a non-ticketed attraction. It featured a smaller stage with seats for fewer people, but audiences were hard-pressed to overlook the programme here.

In total, they were treated to over 6 hours of content, with a lineup of keynotes and panels separate from that on the main stage.

It's fitted with the same LED wall from the main stage, albeit smaller and configured as a unique 2+1 screen that brought multi- and split-screen support to stage presentations.

Backed by a dedicated production team

As the side stage had its own programme, we entrusted it to a dedicated production team, which was also catered in-house.

In addition to providing vital backstage support to the emcee and the speakers, the team was responsible for lining up different cues and ensuring the conference stayed on track.

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