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Halls Hires: Breath And Open Up to More

Overview

Breathe, and open up to more with Mondelez' cough candy

The Challenge

Everyday people around the world ask themselves ‘Have I chosen the right career? Should I broaden my horizons?" To bring to life its new positioning in Brazil - ‘Breathe and open up to more’ – market-leading cough sweet brand Halls devised the ingenious idea of launching an employment agency for the coolest jobs in the country.

The Solution

‘Halls Hires’ offered 15 incredible temporary – real, paid - jobs including beer taster, waterslide tester, funky barman, secret shopper and MTV Brazil VJ. The goal was to give the brand’s most adventurous fans the chance to ‘open up’ to exhilarating new professional experiences. Candidates didn’t need to send in a resumé or have any previous experience. They just had to record an online interview to show they were the best candidate and upload it onto a dedicated Facebook page. Successful candidates were chosen by a recruitment company and the employer for each of the top five most-applied-for jobs, with each post lasting one week.

The Results

  • 14x the target usage for Facebook app
  • 15 million reach on Facebook and Twitter
  • 100% of media coverage was positive
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