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2020 One Show - Direct Marketing

Hell-P

Agency Kolle Rebbe GmbH / Hamburg

Client Warner Music Central Europe
BACK TO RESULTS

Annual ID

OS_DI20_120M

About the Work

In winter 2019, one of the greatest metal bands of all times left the stage forever: Slayer. At the end of their 38-year career, the band was looking for an attention-grabbing idea to promote their final live album and to leave their fans a unique goodbye. Probably no other metal band has such a dedicated fan base. Slayer’s fans would go through hell for them. And that's what became the core idea of the promotion. Hell-P: The first record you can play in hell. A strictly limited 6.66” record that is the last Slayer single ever released. Forged from stainless steel and copper, it withstands infernal temperatures of up to 1,500 degrees Celsius. But to listen to the record, fans had to set the completely sealed inner sleeve on fire. With a match, enclosed in a copper coffin. 100 Hell-Ps were sent to international music journalists and metal magazines, six were given away on Instagram among fans from all over the world, creating a hype that broke records even for Slayer dimensions. 1.8 million views in the first 24 hours, more than 150,000 likes, shares and comments and over 61 million media impressions. Without a single cent for Media.