Fingerband Campaign focused on Generation Z’s favorite social media and cultural content. This Campaign induced them to communicate about no-smoking through Facebook, which is their favorite social media. Also, Korean Generation Z's favorite music content, hiphop and rap, were selected to attract their voluntary action and participation. We decided to cast one of Generation Z's favorite musician and the icon of non-smoker, Zico, and collaborated with him to re-create his famous song 'Boys & Girls' into 'No-smoking Song'. Offline and online rap audition was launched to search for talented young amateur rappers/musicians who can fluently rap about no-smoking. The 1st Antismoking Ad contest was held and lots of university students applied with their own creative. All these activities were gathered together as Fingerband Festival in October 21st. As a result, Fingerband Campaign made no-smoking as a culture of young generation.

Fingerband campaign was proceeded as a yearly campaign. The campaign started with opening official Facebook page as a hub of communication. Then, microsite was launched and the actual Fingerband was distributed as a gift for supporting no-smoking at August. Additional events promoting Fingerband was held, too. At the same time, musician Zico recorded 'No-smoking' song and the whole studio recording was broadcasted via Facebook Live. Lots of Generation Z were motivated by Zico and started to apply their own 'No-smoking' song voluntarily online and offline to be a member of Fingerband Crew in September. The 1st Antismoking Ads Contest was also held simultaneously. By nominating Top 6 members of Fingerband Crew and awards-winning works of the Ad Contest, we finalized the whole events and activities as Fingerband Festival in August. Fingerband Crew released their song 'No-smoking' and official music video at January 2017.

Facebook Fans 124,776

Likes 105,515

Shares 12,898

Comments 32,682

Reach 14,690,297

Impression 30,665,396

Video View 3,851,119

Facebook Live viewer 291,589

Microsite

Avg. Daily Visitor 2,260

No-smoking support message 22.722

Fingerband Crew Audition entry 1,438

Ad Contest entry 979

Festival Ticket Entry 13,582

Live Audience 2,500

Press

142 media with 72 press releases and 5 broadcasting news