BOC Life goes public with 'Live Young', a new wellness ecosystem in Hong Kong

BOC Life launched its wellness ecosystem brand – “Live Young”. Based on our Good Life app and SCOR's Biological Age Model BAM^TM, the platform aims to encourage healthy lifestyles by lowering people's biological age. The new wellness ecosystem in Hong Kong is the result of a collaboration with the world’s leading smart watch brand Garmin, health technology start-ups in Hong Kong and Asia, social platforms, local merchant brands, charities and social enterprises.

Open to everyone in Hong Kong for free

Since 15 December 2021, BOC Life “Live Young” programme is officially open to everyone in Hong Kong for free. The “Live Young” programme is cutting-edge in its exclusive introduction of the ‘Biological Age Model BAM^TM’ algorithm, coupling gamification with charity and social elements all into one platform, encouraging users to engage in a healthy and bio age-reducing lifestyle together with their families and friends. Co-developed by ReMark and Garmin, the ‘Biological Age Model BAM’ won a gold medal in the 2021 Global FinTech Awards organised by the Monetary Authority of Singapore.

User data will be recorded by the App based on the BAM algorithm's five metrics: Sleeping Hours, BMI, Resting Heart Rate, Active Calories and Steps. Calculated on a daily basis, the Bio Age results are automatically transformed into points which can be used directly in the rewards app to redeem Garmin smartwatches and eVouchers from a wide range of partner merchants, covering groceries, healthy diet, active lifestyle and healthcare, among many others. Users may also choose to dedicate their points to charitable causes.

25,000 Users already enrolled in the pilot phase

Since mid-year 2021, the “Live Young” rewards programme was live as a pilot. Without any advertising promotions, the number of users has reached 25,000 users by word of mouth alone. Thanks to the programme social function, the beta version received a strong response. The number of users is expected to exceed 100,000 by the end of next year.

Mr. Ngai Chi Wai, Chief Marketing Officer of BOC Life cum Project Director of “Live Young” rewards programme, said, "Every user gets to add their family and friends in the app, form a group and take on Bio Age challenges together. Points can be shared to redeem rewards or donated for philanthropic purposes."

Social Sharing Key to Physical and Mental Health

Through massive user surveys and research, BOC Life's team discovered that respondents consider social sharing is essential to physical and mental wellness. While working out with friends provides the main impetus, experience sharing is also crucial to keeping them in good spirits. Respondents also indicated that understanding one’s own situation and assessing its effectiveness regularly help users sustain healthy lifestyles. ‘Wearable devices such as professional smartwatches can add colour to a health management programme on the back of their capabilities in tracking, assessment, gaming, competition and socialising with family and friends, enriching users’ health journey and helping them pursue and stick with desirable habits,’ Mr. Ngai added.

Bringing in the best players in a wellness ecosystem

Premised on in-depth cooperation with partners from across different industries, the ecosystem develops an all-win model in order to create new value and an enhanced experience for customers. The core partners of the “Live Young” ecosystem in the first phase include: world-leading smartwatch label Garmin, SCOR, ReMark, local start-up Mojodomo, well-known social platform Baby Kingdom, and charitable organisation Food Angel. The rewards programme has brought together more than 35 popular brands as partners, with the ecosystem expecting to welcome additional brands to a total of 100 merchants over the course of next year.