Automobile Association of Singapore (motoring association) provides lifestyle perks to its members. In addition to motoring-related services, AA Singapore's objectives are to introduce its other benefits, including 24/7 Roadside Assistance Services, Preferential rates for Motor Insurance, Fuel Discount, Fun-Driving Trips, etc.

The concept aims to bring positive energy through having a cup of coffee in the morning before starting your journey. In this context, smoother journey with AA Singapore, ready to assist in your motoring related services. By conveying impactful messaging on BENEFITS, inspired by car's FUEL GAUGE and coffee aesthetics into the design,the ad emphasize AA values and meaningful thoughts put into the gift "a coffee maker".