Killnoise is a Swedish group developing stylish state-of-the-art earplugs for use in noisy and loud environments. They wanted to make a name for themselves with professionals, using only a small budget. Killnoise produces high quality earplugs in a market that is dominated by cheap products made by global brands. Customers aren’t even aware of the quality differences in this sector. The objective was to inform professional users about the existence of premium earplugs and to convince them to pay a premium price for extra quality.

The creative execution is as simple as it is powerful. It uses the metaphor of a bullet to illustrate the benefits of the product: Killnoise doesn’t lessen noise – it kills it.

The strength of the mailing is its simplicity. It doesn’t need any explanation, just a perfect execution and the name of the brand, which explains itself.

Putting the product in shell casings was both a perfect metaphor for the brands unique selling proposition and an example for the passion and creativity that goes into the earplugs made by Killnoise.

Since the mailing, traffic on the Killnoise website has been raised by 60% and Killnoise has received countless positive reactions from artists and musicians – even though the amount of mailings sent was very small.