Brief:Tell users on the Yahoo! network, aged between 25 and 34, that Yahoo! Instant Messenger now also lets you talk for free from PC-to-PC.Solution:Use the humour and charm of the Yahoo! brand to draw attention to the new voice feature. Our approach was to highlight how being able to talk for free could mean the end of typing and the more ‘traditional’ ways of expressing yourself in type, such as punctuation smileys.