Fans of FC St. Gallen had to wait a long time for the fan item, the miniature Kybunpark construction kit. However, one day before the official sale, the Swiss health shoe manufacturer Kybun Joya started a “guerrilla campaign”: in the city center of the home town – both the football club and the entrepreneurs – they came up with a gift campaign. Together with mascot Gallus, they distributed the new Kybunpark models to the first 100 children who showed up wearing the club’s corresponding jersey. In this way, the namesake of the eastern Swiss football stadium was able to attract over 1,000 parents and young fans to St. Gallen. “We were overwhelmed by the huge crowd and are happy to be able to give so many young fans a special treat. After 15 minutes the event was already over,” recalls Kybun Joya CEO Claudio Minder. The police were also on site, but tolerated the action. “We had to appease some parents whose children were not among the first 100 lucky ones,” admitted Minder.
However, the original reason for the campaign was different: With this campaign we wanted to draw attention to our new store in the most prominent location in downtown St. Gallen,” explained Karl Müller, CEO of kybun Joya. “We haven’t had a presence here so far – the new location will be a real highlight, and we wanted to properly announce that.” The plan was actually to have the gift campaign take place within the new business premises. However, due to ongoing proceedings at the bankruptcy office, this had to be moved outside.
The Kybunpark construction kit consists of 1,589 components and will be available from the beginning of December for 149 CHF.
Kybun Joya started a gift campaign in St. Gallen. (Photo: Kybun Joya)
Mascot Gallus in action. (Photo: Kybun Joya)
Large crowds in Multergasse (Photo: Kybun Joya)
