THE COFFEE CONNECTOR

TitleTHE COFFEE CONNECTOR
BrandSINGAPORE ECONOMIC DEVELOPMENT BOARD
Product / ServiceSTATUTORY BOARD RESPONSIBLE FOR FOREIGN TRADE AND INVESTMENT
CategoryA09. Use of Social in a Promotional Campaign
EntrantTHE SECRET LITTLE AGENCY Singapore, SINGAPORE
Entrant Company THE SECRET LITTLE AGENCY Singapore, SINGAPORE
Advertising Agency THE SECRET LITTLE AGENCY Singapore, SINGAPORE
Advertising Agency 2 STRAWBERRYFROG New York, USA
Media Agency MEC Singapore, SINGAPORE
Production Company TELLART Providence, USA

Credits

Name Company Position
Hanyi Lee The Secret Little Agency Global Creative Officer
Kevin Mckeon Strawberryfrog North America Creative Officer
Nicholas Ye The Secret Little Agency Lead Production Officer
Nick Scappaticci Tellart Lead Production Officer
Dickson Sim The Secret Little Agency Executive Producer
Seth Synder Tellart Executive Producer
Justin Couch Tellart Lead Creative Technologist
Eunice Tan The Secret Little Agency Global Planning Director
Jose Kasijo The Secret Little Agency Global Business Director
Mj Butler Strawberryfrog North America Business Director
Mavis Neo The Secret Little Agency Creative Director Art
Ian Falcon Strawberryfrog Creative Director Copy
Camille Del Rosario The Secret Little Agency Lead Art Director
Zara Kok The Secret Little Agency Lead Art Director
Wenen Tang The Secret Little Agency Lead Copywriter
Michelle Wan The Secret Little Agency Lead Designer

The Brief

40% of Singapore's GDP depends on foreign investment. The country's economy lives or dies on these investments. Our objective was to increase foreign investment in Singapore, by connecting C-suite executives of MNCs with officers from the Singapore Economic Development Board (EDB) and raising awareness of Singapore as a innovative connector to players in the Asian markets.

Describe how the promotion developed from concept to implementation

We created the "LinkedIn of coffee machines", placing it at high-level business conferences where industry leaders gathered. The twist: it only started up when smart sensors detected two people in front of it. An interactive experience introduced the two and displayed relevant industry news before bringing them on a visual spectacle as exposed machinery made their coffees. Two coffees were dispensed together with personalised coffee cup sleeves printed with their names. The machine then revealed that their coffee connection was brought to them by Singapore. EDB officers found participants receptive to connecting and exchanging name cards after the experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within the span of 3 hours at a single conference, 202 cups of coffee were served from a single machine (that's a pair of coffees made every 1 min 40 sec) and 397 name cards were exchanged. EDB officers averaged 5.6 minutes of face time with C-suite executives with 1372 key connections made. It amounted to a total investment potential of nearly SG$7.8 billion for Singapore's economy. Online, social media and content providers generated an additional 53 million impressions of the Coffee Connector.

Explain why the method of promotion was most relevant to the product or service

Business influencers and leaders have seen it all, and people clamour for their attention on a daily basis. But even the most high-powered CEO takes breaks. We wanted to take over that highly targeted space with something that would entertain even the most jaded person while pushing the idea of connecting over coffee to the limit. The Coffee Connector acted as a visual method of showcasing Singapore's ability to connect business leaders in highly innovative ways. It also collected data like names and areas of interests from participants, giving EDB more insights into this elusive category of people.