MESSAGE FROM THE DARK LORD by ERNÖ for INFERNO METAL FESTIVAL

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MESSAGE FROM THE DARK LORD

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Industry Shows, Events & Festivals
Media Direct marketing
Market Norway
Agency ERNÖ
Copywriter Ulrik Solum Waagsether
Designer Hallvard Buli
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: INFERNO METAL FESTIVAL
Product/Service: FESTIVAL
Agency: ERNÖ
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: ERNÖ, Oslo, NORWAY
Art director: Sindre Veseth Foss (Reklamebyrået Ernö)
Copywriter: Ulrik Solum Waagsether (Reklamebyrået Ernö)
Designer: Hallvard Buli (Reklamebyrået Ernö)
Media placement: Direct Mail - Mail - 24 March 2010

Describe the brief/objective of the direct campaign.
The objective was to make an invitation for the festival in connection with their 10 year anniversary, that captured the soul and essence of both the festival and metal music in general. The target audience was both existing (faithful spectators) and new customers (people from the music industry). 
 Strategy: Speak to the target audience in a way that felt genuine to the black metal community.

Explain why the creative execution was relevant to the product or service.

The technique used (called «backmasking») is a well known phenomenon among music fans. Made famous by artist such as John Lennon and Judas Priest. The message was recorded backwards, and made the recipient spin the vinyl record in the opposite direction in order to get it. The idea captures the metal genre because of the strong connection between myths surrounding backmasking (told to be the devil speaking) and metal music.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We designed and recorded an authentic 7-inch vinyl record. The invitation was recorded backwards, so that the recipient had to spin the vinyl record in the opposite direction in order to hear the message. The idea really captures the metal genre because of the strong connection between myths surrounding backmasking (told to be the devil speaking) and metal music. We projected that this execution would help us reach the desired outcome: A genuine and dark invitation which would further strengthen the relationship between Inferno and metal fans. And mark the festivals position as one of the best in the world.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The feedback has been phenomenal and many people have contacted the festival to get a copy. The record was printed in 200 copies and has already become a collectable item. A few copies were even used as prizes at the festival. The festival was sold out two weeks before it began.