– The campaign generated great consumer involvement with the insert, as it kept them engaged during a two-hour flight, and conveyed product benefits emphatically.– Apart from longer-term impact, immediate success was seen in the form of SMS( mobile text-messaging) responses.– 30% response. As many as 95 SMS responses were converted into sales.

– “A strong, out-of-the-box idea. The core product benefit – extremely light weight – was innovatively conveyed through a ‘live demo’. The high response of 30% further complemented the idea”.- Deepti Dang, , Marketing Manager, Hewlett-Packard( Personal Systems Group )