To position Crown Digital’s AI and robotics powered coffee solution as a full-stack F&B disruptor and generate meaningful business feature stories and CEO profiles in key business and tech media. The challenge lay in generating cut-through for the brand in a crowded media landscape.


Upcycle worked closely with Crown Digital to develop messaging and insights relevant to its key Asian markets, Singapore and Japan. To secure business profiles and interview opportunities for CEO Keith Tan, Upcycle leveraged trends and relevant industry issues such as the power of IoT and the F&B industry’s ongoing manpower shortage, to position Crown Digital’s Robot Barista ELLA as an innovative new tech solution to support Singapore’s smart city infrastructure.

Business profiles centered around a personal look into the CEO’s entrepreneurial journey as well as extensive storytelling around business growth, partnerships and funding announcements. Upcycle secured business features in top tier titles including CNBC Asia, Channel News Asia, The Business Times, The Straits Times, Lianhe Zaobao, Singapore Tatler, and more, including more than dedicated 10 CEO interviews.

226 million impressions

across Singapore alone