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CHARITY SWAPAWAY &

KIT AUCTION

MOTIVATION

Create something new and connect the entire football market with a noble goal - to raise funds for home construction and support the Charity Association for People with Intellectual Disabilities "Kamenčići".

To achieve this, we:

Introduced a new activation called

SWAPAWAY

Connected

the most read sports portal gol.hr (part of the leading media group in Croatia -

Nova TV), the most-watched podcast about Croatian football league (HNL), elite football clubs, fans and collectors

First in the Croatian market, designed

ugly Christmas football sweaters

inspired by iconic moments in Croatian football

Club donated signed kit/item

2nd kit, Ramon Nazareno Mierez, Osijek

Kit/item donated through SWAPAWAY

1st kit, Eric Cantona, Manchester United

goals

Collect a minimum of

five bids

for each kit/item

Achieve a minimum of

500 bids

Raise 10%

of the amount needed for the construction of the home for the Charity Association

Ugly christmas Sweater Designs

Celebrating the most beautiful moments

in Croatian football history.

Boban #10 sweater (1998)

celebrating the iconic jersey of the Croatian national team from 1998

and the bronze medal at the World Cup in France.

Pršo #9 sweater (2003)

commemorating the challenging qualification for EURO 2004 when

Vatreni eliminated Slovenia with a lucky/scrappy goal in the

playoff qualifiers 2nd leg match.

Marić #4 sweater (1997)

honoring Dinamo/Croatia Zagreb legendary 5-0 victory against Partizan

in the first encounter between Croatian and Serbian clubs after the

end of the Homeland War.

Rapaić #14 sweater (1993)

commemorating the ‘Incredible Croatian Derby Goal’ for Hajduk

and celebration where Rapaić, in his first attack after entering the

match, dribbled past several players and scored from 30 meters.

After the goal, ‘Miki’ ironically asked the coach to substitute him.

Tafra #1 sweater (1999)

celebrating one of the best performances by a goalkeeper in the history

of the domestic HNL league, leading Rijeka into the title race that didn't

end as expected. It was also the last time Poljud chanted the name of

the opposing club.

Project Phases

1. swapaway

3. live

podcast special

2. kit

auction

1. swapaway

The first phase of the project where we asked our fans to donate their

football kits in exchange for our Ugly Christmas Sweaters.

Matchworn kit, Igor Štimac, West Ham United

SWAPAWAY lasted two weeks, from November 13th to November 27th 2023.
We received over 30 applications for kit donation from collectors.
Selected 12 winners to whom we sent our Ugly Christmas Sweaters in exchange for their donations.

Signed kit, Robert Lewandowski, Barcelona

2. kit auction

The second phase of the project took place on the partner website aukcije.hr, listing a total of 47 kits, including 12 from SWAPAWAY, 22 donated by football clubs, and others from project friends, like Dominik Livaković (Croatia and Fenerbahce goalkeeper) and Ivan Krapić (captain of the Croatian Olympic Water polo team and defender at Noisy-le-Sec).

The KIT AUCTION lasted six days, from December 11th to December 16th, 2023.
The highest-selling item was Alen Bokšić's Lazio 1st kit (1999/2000 season), with an anonymous bidder paying €812.
All 47 items were sold.

3. live podcast special

The podcast Utakmicu po utakmicu dedicated an entire special episode to this project. The live podcast started on the last day of the auction at 20:30, and in just over 2 hours, the podcast hosts presented each available kit on auction, encouraged fan participation, entertained viewers through an HNL quiz and other games, and concluded the auction.

The live special podcast episode of Utakmicu po utakmicu took place on Saturday, December 16th, 2023.
Throughout the podcast, we collected direct donations from more than 100 viewers.
We introduced an additional novelty in Croatian content creation market with Connect-Four and Guess the missing player quizzes.

creative and targeted contextual digital campaign

Firstly, through SWAPAWAY, we wanted to engage the biggest fans by invoking football nostalgia with our CTA videos and articles.

Secondly, we encouraged participation by inviting competition. The peak was reached with the closure of the KIT AUCTION, followed by a LIVE PODCAST SPECIAL where, in addition to successfully engaging followers to bid higher amounts for kits, we provided an opportunity for those not participating in the auction to make direct donations of €5 through online banking.

Campaign budgets: Social Media 450€, Google 600€