Kill Noise earplugs
Killnoise AB
Issue 29 | December 2013
Agency
Serviceplan
Creative Team
Chief Creative Officer Alexander Schill Executive Creative Directors Maik Kaehler Christoph Nann Creative Director Hendrik Schweder Copywriters Lukas Weber Michael Pilzweger Art Directors Felix Hoffmann Senjel Gazibara Account Supervisors Kea Flessner Kristian von Elm Creative Producer Florian Panier
Production Team
Producer Setfan Rentzow
Date
July 2013
Background
In order to survive in a market dominated by global brands like Ohropax or cheap unbranded products, the earplug producer Killnoise needed to be positioned as the high class premium brand in its segment.
Idea
Killnoise mailed its best customers something that dramatised the product's key competitive benefit. These earplugs did not just reduce noise, they killed it. In a wooden ammunition box, each Killnoise earplug was packaged like a real bullet.
Results
Traffic to the website increased and the sales grew more than 10%. In its core target group of musicians, Killnoise's reputation was strengthened as the premium brand for ear protection.
Our Thoughts
This campaign was originally earmarked for rejection but Julie Charlton insisted it was put in front of the editorial committee for consideration. What she said was: “I like the art direction, the attention to detail. And imagine the surprise when you opened the box. You would never forget it.”
Given Julie’s passionate support for it, the campaign was a shoo-in.
The fact is, there are competitive markets for just about every product you can imagine. Even earplugs. This mailing looks as if it has had extraordinary care, attention and money spent on it. But then the earplugs themselves are not cheap at $7.99 a pair.