HELL-P

Gold Eurobest Award

Case Film

Presentation Image

TitleHELL-P
BrandWARNER MUSIC CENTRAL EUROPE
Product/ServiceSLAYER
Category E05. Fan Engagement / Community Building
Entrant KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 RAILROAD-TRACKS Cologne, GERMANY
Production 3 RTS SCHOLZ Bremen, GERMANY
Production 4 EFFECTIV-TEAM SFX SPEZIAL EFFEKTE Hamburg, GERMANY
Post Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Post Production 2 KR STUDIOS Hamburg, GERMANY
Additional Company WARNER MUSIC CENTRAL EUROPE Hamburg, GERMANY
Credits
Name Company Position
Bettina Dorn Warner Music Central Europe Senior Director Brand Partnership & Licensing Central Europe
Fabian Frese Kolle Rebbe GmbH Managing Director Creation
Thomas Knüwer Kolle Rebbe GmbH Executive Creative Director, Art Direction
Marco Obermann Kolle Rebbe GmbH Group Creative Director
Alexander Michaelsen Kolle Rebbe GmbH Creative Director, Copywriter
Jan Vierig Kolle Rebbe GmbH Account Supervisor
Milena Gau Kolle Rebbe GmbH Account Manager
Martin Strobel Kolle Rebbe GmbH Art Direction
Janin Heymach Kolle Rebbe GmbH Illustration
Alexander Schillinsky Kolle Rebbe GmbH Executive Director Integrated Production
Martin Lühe Kolle Rebbe GmbH Production Manager
Thomas Ölscher Railroad-Tracks GmbH Producer
Marco Cordes RTS Scholz GmbH Managing Director
Ingo Bauer effectiv team sfx GmbH SFX Artist
Steffen Gill Effectiv Team sfx Gmbh SFX Artist
Niklas Girardet effectiv team sfx GmbH Phantom Operator
Fiete Girardet effectiv team sfx GmbH SFX Coordination
Jan-Ole Brendel KR Studios Agency Producer
Alexander Hildenberg KR Studios Director of Photography, Director
Alexander Seipel KR Studios Editor
Klaas Nocken KR Studios Sound Editor/Sounddesigner
Slayer - Warner Music Central Europe Composer

Why is this work relevant for Entertainment?

Slayer is one of the most influential bands in metal history and has one of the most passionate fan communities in the world. Slayer’s fans would go through hell for them and that’s exactly the idea of that promotion: a record you can play in hell. The ultimate collector's item for a scene that celebrates singles, vinyl, special pressings and releases like no other and is willing to do anything for it. Maybe even to go to hell.

Background

In winter 2019, Slayer, one of the greatest metal bands of all time, left the stage forever. At the end of their 38-year career, the band was looking for a unique idea to promote their final live album ("The Repentless Killogy") and to leave their longtime dedicated fans a special farewell gift.

Describe the creative idea

Hell-P – the first record you can play in hell. A strictly limited 6.66 inch record that is the last Slayer single ever released. Forged from stainless steel and copper, it withstands infernal temperatures of up to 1,500° 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. The hottest metal collection piece ever made, or as many Instagram users put it: "I would sell my soul for this!"

Describe the strategy

100 copies have been sent to international journalists, metal magazines and long-time companions. 6 copies were given away to fans via social media. Made for metal fans who are known for their passion of collecting. The activation became one of the most successful promotions in 38 years of Slayer. With thousands of fans creating new Instagram profiles just to participate.

Describe the execution

The ultimate collector’s item. Forged from stainless steel and copper, the 6,66 inch single withstands infernal temperatures of up to 1,500° Celsius. Embedded in a richly illustrated hellfire package, the Hell-P must be freed from its completely sealed inner sleeve by setting it on fire with a black match, whose solid copper coffin also serves as seal for the outer packaging.100 copies have been sent to international journalists, metal magazines and long-time companions to create buzz and demand amongst fans. Then, 6 copies were given away to fans on the social media channels of Slayer and their label.

Describe the outcome

The Hell-P became not only one of the most desired collector's items in the metal world, but also one of the most successful activations in 38 years of Slayer: Thousands of metal fans created Instagram accounts just to participate. Blogs, influencers and TV stations worldwide were reporting about the Hell-P. 61 million media impressions, 1.8 million views in social media in the first 24 hours and 150.000 likes, shares and comments. Without a single cent spent on paid media.