QuietHours.
Noise-cancelling headphones sold against the noisiest hour of the day, bought by the minute.
The challenge
Hollow's H2 cancelled noise as well as headphones costing twice as much, but the category was won by spend. With a fifth of the budget of the market leader, Hollow could not afford to be everywhere.
The idea
Only buy the loudest minutes. We linked the media plan to live city noise data, so Quiet Hours ran on platforms, trains and audio streams only when the city was at its loudest, and went silent the rest of the day.
What we made.
A 30-second film of a commuter whose world goes quiet mid-platform. A buying model that bid up when live noise data crossed 80 decibels. Audio spots that cut to silence for three seconds. Station screens that showed the decibel count in real time.
- Commute film
- Noise-triggered media plan
- Silent audio spots
- Live station screens
- Weekly sales readout
Made for the feed.
Cut vertical first, for the platforms where Hollow Sound actually gets watched.
- TikTokTikTok · 1.1M views
- ReelsReels · 780k views
- ShortsShorts · 430k views
The result
Search for the H2 rose 22% across five markets and cost per sale fell 34% against the previous launch. Commute-hour films were watched to the end 1.2 million times. The noise model now runs for every Hollow product.
“We stopped paying to be everywhere and paid to be there at the exact moment it mattered.”
