Hotmail, the most successful email business of all time, was changing its name to Windows Live Hotmail and Red’s award-winning campaign aided understanding and uptake of the new service.

Up against strong rival offers from Google, Yahoo! and others, Red’s research showed that the new Window Live Hotmail product not only had to stand out it, but it had to strike a chord with the nation. Red needed to target a potential audience of millions, and not just educate them on Windows Live Hotmail but involve and migrate them.

So with echoes of the Domesday Book and in partnership with the British Library, Red asked people to help create a snapshot of Britain by sending one email to the world’s first digital email archive.

Over 25,000 people submitted emails, the website received over 3 million hits and, most importantly, Windows Live Hotmail saw an increase of 1.8% in new user uptake.

This campaign won a Sabre Award in 2008 (New & Digital Media category).

It was also a finalist in the CIPR Excellence Awards 2008 (Consumer Relations category).