Yahoo! launched Trueswitch to let users move the address book and inbox contents from one e-mail application to Yahoo! Mail. The idea is to allow easy switching to Yahoo! Mail. The app even sends an automated ‘address change’ e-mail message to all contacts.

Ogilvy was tasked with leveraging the convenience benefit of Trueswitch to acquire new Y! Mail users. As well, we were to encourage people using Y! Mail as a secondary account to designate it as the service of preference.

The operation put a very simple benefits focus on a complex technical solution.