Free admission for life: Hype launches campaign for the Kugl
The St. Gallen cultural venue Kugl is shining in new splendor. To mark the relaunch, the Hype agency has created a campaign that really gets under your skin.
A competition was launched to celebrate and publicize the new logo and the new online presence of the St. Gallen cultural venue Kugl. Anyone who gets a tattoo of the new logo will receive free admission for life.
According to the press release, the response was huge. Without even knowing what the new logo would look like, almost 100 interested people responded to the call. They had to explain why exactly they should get the tattoo. In the end, Nicole Kesselring from Arbon won with an emotional declaration of love for the Kugl. One week before the official relaunch, the 24-year-old had the new lettering engraved on her wrist by a tattoo artist in St. Gallen. She was pleased with the result: "I have many fond memories of the Kugl. Now I have a good reason to go there even more."
The relaunch campaign generated a great deal of media coverage and mass discussions on social media. Numerous articles in print and online media as well as radio reports brought the cultural venue to the attention of the public.
Over the past 13 years, the Kugl has established itself as a concert and party venue with national appeal. With the refreshment of the corporate design and the associated campaign, the aim is to ensure better perception and position itself as a multifunctional event location.
Responsible at Kugl: Daniel Weder (Managing Director), Linda Weder (Marketing). Responsible at Hype, agency for text, PR & events: Daniel Steiner (creative direction, overall responsibility), Erol Tolukan (consulting), Marco Zellweger (programming / marcozellweger.ch), Florian Albrecht (design / ffalbrecht.ch).
