We decided that Halls’ new brand values (young, audacious, daring) should be reflected in the promotion. We created a promo that for the first time would leave chance aside and reward those who really deserved a prize.To prove they were deserving, participants had to tell us about the promos they had participated in where they didn't win. There was no obligation whatsoever to buy the product. People would decide the winners by voting.Once we presented this minimally budgeted idea, Halls decided to give this promo the budget which was destined for other products.

The “I want to win a promo” promotion helped Halls sales by volume grow an amazing 18% in 2008 (source: exfactory volume in boxes). Halls also had the highest ad awareness in the adult candy and chewing gum category, at 47 points, compared to 38 points in 2007 (source: Millward Brown Tracking). Halls candy grew 3.5 market share points in volume in 2008 vs 2007 (source: AC Nielsen).Thousands of people uploaded their photographs to participate in the promo.The site reached 1.1 million hits and more than half a million votes were cast in the month that the promo lasted.