Mid-sized German businesses see Asia as an important growth market, yet risk of the unknown is a barrier. Most are unaware that Singapore shares the business structures and security laws, which give German executives assurance. In fact, differences between the two countries can be reduced to the fact that they drive on opposite sides of the road. This quirky observation inspired our event; the Wrong Side of the Road Driving School for German CEOs at the prestigious Hockenheimring. This theme attracted executives and created an ideal atmosphere over a fun difference for EDB Singapore to mediate exchanges and share similarities.

The Wrong Side of the Road Driving School event immediately attracted intense interest from the relevant target group. From the initial 3,218 pre-selected companies, 308 CEOs were personally called by Germany’s Business Week Asia expert and sent direct mail invitations. This action yielded a response of 52% from which the final 100 candidates were chosen to attend the Hockenheimring event day. The event was also shown on EDB’s website and it received over 3,000 unique impressions within the first week. The attendees’ positive appraisal of the event led to 66 CEOs signing up for EDB Singapore’s business program.