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B-to-B Campaign of the Year, Silver: The Secret Little Agency

'Coffee Connector' for Singapore Economic Development Board Uses Coffee as a Lead Generator

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The 'Coffee Connector' for Singapore Economic Development Board
The 'Coffee Connector' for Singapore Economic Development Board Credit: Secret Little Agency

To target elusive U.S. Fortune 500 CEOs, the Singapore Economic Development Board turned to The Secret Little Agency, which came up with an innovative idea: Use a coffee machine as a lead generator.

"Even powerful CEOs need a cup of coffee in the morning," said Nicholas Ye, CEO of The Secret Little Agency.

The agency partnered with Tellart to create a high-tech coffee machine for high-level business conferences that would dispense coffee only when two people stood in front of it.

The campaign resulted in more than 1,300 leads, with a total investment potential of nearly $5.8 billion for Singapore's economy.

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