Matthew Miller
Apr 8, 2014

Singapore EDB uses power of caffeine to forge business connections

SINGAPORE - The Singapore Economic Development Board (EDB) is sending a unique delegate to trade shows where executives who are looking for business opportunities in Asia congregate: a coffee machine that dispenses the beverage only when two people introduce themselves to get it started.

The Coffee Connector, according to the EDB, generates new and meaningful connections between people who might not otherwise meet while also delivering a message about Singapore's ingenuity and ability to create business relationships. It also doles out cups of the all-important caffeine delivery mechanism in a visually entertaining way—and with a custom-printed cup wrapper bearing the names of the two users.

Singapore-based The Secret Little Agency (TSLA), New York-based StrawberryFrog and TellArt, a creative technology firm in the US state of Rhode Island, collaborated on the contraption. The machine made coffee for 250 people at The Economist's The Big Rethink conference in March in New York and is slated for a series of trade shows around North America through 2015.



Global Creative Officer: Hanyi Lee (TSLA)
North America Creative Officer: Kevin McKeon (StrawberryFrog)
Lead Production Officers: Nick Scappaticci (TellArt)
Nicholas Ye (TSLA)
Executive Producers: Dickson Sim (TSLA)
Seth Synder (TellArt)
Lead Creative Technologist: Justin Couch (TellArt)
Global Planning Director: Eunice Tan (TSLA)
Global Business Direction: Jose Kasijo (TSLA)
North America Business Direction: MJ Butler (StrawberryFrog)
Creative Director (Art): Hanyi Lee (TSLA)
Mavis Neo (TSLA)
Creative Director (Copy): Ian Falcon (StrawberryFrog)
Lead Art Directors: Camille Del Rosario (TSLA)
Zara Kok (TSLA)
Lead Copywriter: Wenen Tang (TSLA)
Lead Designer: Michelle Wan (TSLA)

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