Designer Outlet Croatia’s campaign “Wear Culture” receives awards
Etnographic Museum, photo: Denis Butorac
Croatia, 10th March 2022
Designer Outlet Croatia's campaign “Wear Culture”, created in collaboration with Telegram Media, won 2nd place in the Best Native Advertising User Activation Campaign category and 3rd place in the Most Creative Native Advertising Campaign category, the most relevant international competition in the field of native advertising - Native Advertising Institute.
BRINGING CULTURE BACK INTO FASHION
During the pandemic and the devastating earthquakes happened in Croatia in March and December 2020, local museums lost around 4 million visitors. Museum’s visitation decreased by 72% compared to 2019, according to the Museum Documentation Center. Due to the pandemic, the museums were closed for only a month and a half, but the number of tourists visiting the museums dropped by 81%, and due to the aftermath of the earthquake, one third of the permanent exhibitions of Zagreb's museums had to be closed.
Despite this, interest in fashion among citizens did not fall during this rough period. That is why Designer Outlet Croatia and Telegram Media Group launched the “Wear Culture” project, which unites culture and fashion with a unique fashion story.
Contemporary Art Museum, photo: John Pavlish
THE CAMPAIGN
The “Wear Culture” campaign consisted on a set of 12 native articles with editorials, giveaways, interviews with curators and artists as well as outfits inspired by exhibitions in the Museum of Arts and Crafts, the Contemporary Art Museum, the Ethnographic Museum and the Zagreb City Museum. All content was connected in one interactive microsite.
The grand finale of the project took place during the annual “Museum Night” through a special exhibition and the distribution of #WearCulture flyers with a Day Discount Card.
The project was supported by people from the Croatian cultural scene, celebrities, actors, producers, playwrights and artists. Designer Outlet Croatia, managed by ROS Retail Outlet Shopping, is committed to culture support as part of the European outlet operator’s Environmental, Social and Governance (ESG) policy. Among other initiatives, the outlet centre sponsors an exclusive exhibition with works by the famous Croatian painter Vlaho Bukovac.
Zagreb City Museum, photo: Matej Jurčević
WINNING CATEGORIES
The prestigious Native Advertising Institute recognized the importance of the “Wear Culture” campaign and its contribution to cultural life, especially in the categories that assess creativity and quality of content as well as the activation of readers in campaign activities. This was supported by data showing that the texts of the campaign were read by more than 260,000 readers, videos were viewed by 110,000, while the content on social media was viewed by more than 500,000 people.
The project was awarded with Silver in the Best Native Advertising User Activation Campaign category and Bronze in the Most Creative Native Advertising Campaign category.
The winners of the competition from more than 30 countries are chosen by an expert jury in a competition that includes reputable media outlets such as The Washington Post, The Guardian, the BBC, CNN, the New York Times and many others.