BACKGROUND
Spore™ is a recently launched EA franchise which delivers gamers their own personal universe in a box. In this universe you can create and evolve life, establish tribes, build civilisations and even sculpt entire worlds. In Spore you have a variety of creation tools at your disposal that allow you to customise nearly every aspect of your universe: creatures, vehicles, buildings, and even spaceships. While Spore is a single player game, your creations and other players' creations are automatically shared between your galaxy and theirs, providing a limitless number of worlds to explore and play.
EA wanted us to create a monthly communication which was sent to Spore consumers to keep them engaged post-launch. Because of the complexity of the game EA were aware that the more consumers played the game the more they would get out of it. The email was required to keep consumers updated with the latest Spore adventures and up-sell add-on Spore titles.
CREATIVE EXECUTION
We wanted the Spore newsletter to be as vibrant and engaging as the Spore adventures themselves reflecting the weird and wonderful nature of the game. Their target audience are keen collectors which is why we designed the email creative to look like a travelled, nurtured scrapbook.