Brands conventionally celebrate handing out candy to trick-or-treaters. But many people avoid or even dislike Halloween. Especially our millennial target, who would rather stay inside and watch Netflix than answer the door for strangers all night.

That’s why we created the Oh Henry! Halloween Helper. It’s a combination candy bar dispenser/human head that stands in for you, so you can participate in Halloween while completely avoiding your front porch.

To do it, we engineered and programmed a 3D-printed, fully automated dispenser, and with every press of an illuminated button one of a variety of Halloween phrases were spoken on your behalf from the Halloween Helper’s mechanical mouth.

Ghouls and goblins didn’t just encounter the Halloween Helper. Key neighbourhoods also received special door hangers to ward off trick-or-treaters, and a supply of self-serve Oh Henry! to put out so they could avoid opening their front door.

The Halloween Helper campaign was launched on October 16, 2017 with a promoted Facebook video on the Oh Henry! Canada brand page that told the conceptual narrative story of the Halloween Helper. The campaign continued until the first day of November.

Key neighbourhoods in Canada, partially selected by way of engagement with the launch video post, received special door hangers to ward off trick-or-treaters on October 31, along with a supply of Oh Henry! Bars.

During the Oh Henry! Halloween Helper campaign, the brand saw sales of single bars up 12%, King Size up by 42%, and an overall sales increase across the Oh Henry! portfolio of 14%, as well as garnering 8 million impressions in a country of 35 million, 600+ reactions, 300+ comments and shares. Ad recall was at 111% (best in class, ranked in the top 25% performing posts on Facebook during the campaign timeline) and purchase consideration increased by 13% in our target (also ranked best in class)