Our challenge was to grow the Yahoo! Canada Mail subscriber base (specifically male/female teens between 13 and 17 years old) by stealing shares from Hotmail. What better way to challenge the category leader then by going head-to-head with the competition, creating two thumbs (the personification of the Yahoo! Mail property and the Hotmail property). We needed to engage the teen audience so that they would spend more time with the brand, resulting in more Mail sign ups. The campaign allowed them to create their own thumb wrestler, view an interactive thumb wrestle match, print their own sparring mat and more.