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SANQUIN – #MYFIRSTBLOOD WORLD RECORD ATTEMPT 2019

Case

World record blood type testing

Client

Sanquin blood center

Question

Help Sanquin increase their brand awareness amongst 18 – 35 year-olds, and especially males, to ultimately attract more blood donors.

Target group

Men, ages 18 – 35

Concept

The European Championships League of Legends (LoL) took place during the April 2019 Sanquin campaign, which followed their hugely successful and internationally renowned #myfirstblood campaign from September 2018. This event was the perfect moment for Sanquin to re-active the #myfirstblood campaign and take it offline for the first time.

The partnership between Sanquin and Riot Games was continued and Sanquin parked one of their mobile blood donation buses right outside the LoL Finales venue in Rotterdam (Ahoy Rotterdam). Over 160.000 people visited the finales that weekend and were able to have their blood type tested in Sanquin’s bus. Whilst waiting for their tests and results, fans were asked to consider becoming a blood donor. Sanquin tested over 750 people that weekend, and hundreds of adolescents registered as blood donors on the spot.

Results

750 blood type tests done

Media

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