BackgroundThe Armada 100S breaks the price barrier - a solid, full-features notebook at a desktop price. It was introduced at below S$2000, unheard of in Singapore.Good news for the target audience: students, young executives and small "on-the-move" businesses who want the freedom of mobility without the usual hefty price tag.Launch Product DemoThe Armada 100S launched online with a bright colourful site and a fun, engaging product demo. The brief was to excite potential purchasers with the cheapness of the product - without actually calling it "cheap". We created the little "cheep, cheep" chick to perform this task.The demo features a range of "wallpaper" -styled young and hip characters getting mobile. This is followed by an interactive exploration of the product features and benefits. Users can also rotate and zoom in on an actual 3D model of the product. We close the loop by connecting users to more detailed product specs, the online store and local service centres.