A super hit multi-generational movie Don2 was a perfect platform. We custom created an association for the Microsoft products which aimed at delivering an experience that far out-lived the campaign itself.

Centred on the core promise of the movie “Catching Don is impossible” Microsoft products made it possible to meet the Don in person.

Build up to the meet and greet with Shahrukh Khan (Don) started with weekend mall activation which delivered an immersive experience of Microsoft products. A flash-mob on this association on a busy weekend took the shopping crowd by pleasant surprise. The specially crafted commercials drove people on to the website where 1000 early bird entries got exciting merchandise. All these energised the families to purchase Microsoft products and be eligible to be one amongst the 5 lucky families to meet him in person in Mumbai.The final winner was sent for an all-expense paid trip to Berlin to retrace his journey there.

High impact media Placements across platforms reached out to 13.5mn audience (92% of the universe). Immersive Experience of Microsoft products engaged with 2.5mn families. 1800 Windows 7 PC booked by Dell through the multiplex experience zones.India was the only country to show significant increase across key campaign parameters - Purchase Intent (+10, 67%), Active Preference and Consideration (+6, 51% & 77%), Favourability (+3, 91%) compared to 35 countries running the campaign.Business outcome showed an impressive 45% increase in Windows7 PC sales (OND ‘10 vs ‘11) against category sales increase of 10%. At 1000+ Microsoft managed stores, sales grew by 7 points against 4.8 points.