Cannes Lions

COMPAQ ARMADA

CCG.XM, Singapore / COMPAQ / 2001

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BackgroundThe Armada 100S breaks the price barrier - a solid, full-featured 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.Pre-launch ContestTitled "Best Price, Best Prize", the pre-launch contest was traffic-driven with permission database marketing, press ads and online banners. Momentum was further built with viral marketing, which almost quadrupled the number of contestants.Styled like a TV game show, it allowed players to guess their way through the quiz and enter their details. Participants are then attracted back to the prize draw which coincided with the product launch.

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