Challenge:Setting up a free email account that doesn't look like hieroglyphics or a telephone number. Yahoo! Mail made it possible to punctuate your Yahoo! Mail address with a period (the dot). Releasing this new wave of email addresses made it possible to have the address you want.

The Idea:Highlight the new freedom of adding the dot using Yahoo!'s irreverent tone we bring this new service announcement to life with charm and personality. Users are rewarded for interacting with banner and the dot in a style that is true to the brand promise.