Best Entertainment Email Message

HP Gaming PCs
Dominating the digital battlefield, with attitude

Target: An educated consumer audience passionate about gaming and gaming performance.

Challenge: Gamers look to advertising like Star Wars fans watch trailers for upcoming films. There’s a sense of constant excitement and anticipation we must be sure to enliven. Gamers want to see more than just the tech they can tap into now—that’s important— but they are also hungering for what’s ahead. They are always on the lookout for an edge that will put them over the top. Individuals in this audience aren’t just aware, they’re vigilant, wanting to be the first to participate in the next generation of gaming.

Answer:
HP has unmatched resources when it comes to consumer data and behavior, and well-timed touch points guarantee HP is top-of-mind when it comes to gaming tech. HP uses gaming PCs in the same way car companies use race cars—as the ultimate expression of what they can do and how far they’re willing to go to win, to be the best in the business. Our gaming emails feature tech that can’t be beat, in the marketplace or on a digital battlefield.

The Work:
We had to be aggressive, speak in the unique language of gamers and assure the readers that HP PCs are the ones that will allow them to dominate their games. It is equally important to ensure a smooth transition to mobile devices for given the high technology IQ of our target audience.

We used a digitized neon style on all headline typography to accentuate our aggressive stance and promised victory in most every line. The design and color scheme evokes power and force, and the product features confirm that they have the guts to rule the playing field. Each product in the email has its own distinct attitude and promises clear-cut advantages. HP’s commitment to gaming and the aggressive advancement of gaming is crystal clear.

Contributors:

Vice President of Creative:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Creative DIrector:	Rich Patterson
Art Director:	Becky Chastain
CD Copywriter:	MIKE WILSON
Proofreader:	LEE PENNINGTON
Account Manager:	JONATHAN WONG
Creative Project Manager:	Amy Lee

ZETA

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.