Give people a reason to switch to the new Yahoo!7 Mail by promoting its award winning spam protection

The strategy was to highlight this benefit by dramatizing real world scenarios that could be prevented if people had Yahoo!7 Mail.In this TV spot, a meek and mild gentleman tells the painful story of accidentally opening a spam email entitled “busty brunette lady boy” in full view of his wife. She will never look at him the same way again.

For the first month of the campaign there was a 90% uplift in registrations for the new Yahoo!7 Mail.