Faster. Safer. Easier.

Product Launch | TV | Social | Digital | Outdoor

2x faster

When Yahoo! Mail upgraded to a new platform, we needed to create a product launch campaign that encouraged users to migrate before they were forced to move.

Having to migrate over to a new platform was terrifying to many Yahoo! Mail users who had been on the current version for 3+ years. Knowing that this new product platform was designed to specifically address the 3 main user pain points with email (speed, spam, and overly complex user interface design) we focused the creative on telling that story.

At the time, all Silicon Valley’s new product launches were lifestyle based with people using their devices and smiling. Boring. We pushed the category norms by communicating Yahoo! Mail’s best-in-class product story with gorgeously weird animation, dazzling visuals, and charming sound design.

results

The campaign was a huge success for Yahoo! Mail. Over a six-month period, the effort received the highest Yahoo! campaign response rate (across all Yahoo! properties) and actually doubled the very ambitious migration goals.