Comeback. Re-launching the UBS brand Caroline Darcy Group Head - Advertising, Sponsorship & Brand Activation APAC December 2018
At a glance The brand re-launch, and in particular the global brand campaign, targets global HNWIs and C-Suite / corporate / institutional investors 2013 2014 2015 2016 2017 2018 Market Brand Brand research house design and and core refresh Brand design implementation brand brand and analysis idea testing Brand campaign idea, creative Brand campaign incl. Brand campaign live concept testing and production retargeting, DMP etc Annie Leibovitz exhibition tour Content Content partnerships: partnerships: NYT CNBC, WSJ, Mashable Bloomberg, NYT Organic and paid social media We are here. 1
Section 1 Setting the stage
3
A story of corporate transformation 4
Objectives for the re-launch Signal our transformation Our strategy is winning and we want to show the world that we've changed. Doing so will add momentum to our evolution Emphasize our point of difference We want our evolved brand to set us apart from our peers. We want to stand out as optimistic, intelligent and human Support our business A stronger, more compelling brand will help us win in the marketplace 5
Finding the 'sweet spot' across these target groups In order to re-launch our brand efficiently and with sufficient impact, we have to find our 'sweet spot' High Net across all four target groups Worth, and Corporate – Those who are inspired by the idea Ultra High Decision of 'Create Together' and share an Net Worth Makers entrepreneurial spirit Individuals Sweet – Those who are familiar and Spot comfortable with largely digital content Swiss Employees – Those who buy into our role as a Population thought leader , and ultimately, as the bank of the future – Those who will act as influencers and multipliers towards those beyond our reach 6 6
Nine factors identify 6 key customer personas Display of wealth Responsibility to Fulfillment Overt or covert? society Chasing goals or are And does it matter? Are you concerned with you content? making a difference? Outlook Seizing opportunities Do you think locally, Are you impulsive or globally, or somewhere considered? in between? Purpose for wealth Time What's your money is How much control do for? you have over your time? Motivation Family What gets you out of What role do your bed? loved ones play? 7
Who's out there? (example) (Link to be provided) 8
Section 2 Looks right. Sounds good.
This is our personality. This is how clients and the public should perceive UBS. Never arrogant, nor too serious. The personality needs to come across in all of our communication. And it will help UBS to humanize , modernize and differentiate. 11
Showing the world we have changed Brand design Tone of voice Clear, Convincing and with Charm 12
A new design 13
Modern, human, different Before After 14
The message 15
The message 16
The message 17
The message 18
Our pictures: bright and light 19
And human 20
Capture a moment / At least 50% white 21
Icon design Examples 22
Overall look and feel 23
Brochures Covers 24
Social Media 25
ToV launch video (Link to be provided) 26
Three chords and the truth (Link to be provided) UBS sound logo 27
Section 3 Inspiring our staff
Internal launch campaign Pride Make 60’000 employees proud to be part of UBS Fun Generate excitement and engagement for the brand leading up to and after the re-launch and enable people to share their fun and pride with each other Modular Allows for real time optimization and customization by Geo or employee profile Push to pull Pushes content into the organization, empowers people to take action and to show ownership, creating a ‘natural pull’ effect 29
80 days to go Twice a week new content and activation on brand hub (announced through mails) Playing now – Brand Game Monday 15 th – Brand Design video Brand design week Wednesday 17 th – Tone of voice email Monday 22 nd – Tone of voice video Tone of voice week Commencing week 29 th Artist collaboration 30
ToV video 31
This or that? (Link to be provided) 32
Brand Relaunch hub on intranet Unprecedented numbers on our intranet > 42,000 unique visitors to goto/brandrelaunch > 86,000 page views > 1 in 3 employees visited goto/brandrelaunch 273 comments and 927 likes We got people's attention, and the feeling of pride… 33
Section 4 External communication
The task at hand Establish a brand positioning that conveys… Optimistic by nature Purposefully intelligent Confidently human Modern and different 35
Starting point We can't outspend the competition Advertising is a must, but it alone won’t do the trick Continuous, strong coverage across Paid/Owned/Earned is essential PR + brand journalism / content marketing are key We have to find a way to become the "talk of town"…but stay true to our brand: "disruption and coherence" 36
The 'talk of town' 1959 1998 2007 2012 37
Checklist Interest and value to the target audience(s)? Unique client experiences, at multiple touchpoints? Widespread public interest and hence 'newsworthy' for both traditional and social media outlets? Overall positive brand associations for the company, and promotes a defined set of brand attributes Credible and obvious link to the company, ideally to a positive engagement the brand is already well-respected for? Long-term activation potential as a platform, rather than a flashy, but short- lived burst of media attention? Close integration with other instruments of the marketing mix, such as brand journalism, event marketing or advertising? 38
UBS Global Sponsorship Framework Switzerland APAC EMEA Americas Australia Malaysia Bahrain Turkey Canada Formula One Sport China Singapore Spain Monaco United States Japan Germany UK Mexico India Belgium Hungary Brazil Abu Dhabi Italy Contemporary Art Guggenheim UBS MAP Guggenheim UBS MAP Guggenheim UBS MAP Art Basel in Hong Kong Art Basel in Basel Art Basel in Miami Culture Art Basel in Basel Beach Art Gallery New South Nouveau Museé de Art Genève Wales Monaco Fondation Beyeler Louisiana Museum of Fondation P. Giannada Modern Art Swiss Athletics Beijing Music Festival London Symphony Utah Symphony Events of Regional Weltklasse Zürich Orchestra Festival Casals relevance (Sport & Athletissima, Lausanne Culture) Regional Properties Gala deil Castelli, Bellinzona UBS Kids Cup Swiss Olympic Olympic Museum Course de l'Escalade Course Sierre-Zinal Spengler Cup Davos ESAF 2016, Estavayer-le-Lac Festival del film Locarno Montreux Jazz Festival Lucerne Festival Lucerne Symphony Orchestra Lugano Arte e Cultura Thuner Seespiele Zurich Opera/Ballet 39
Starting a conversation 40
Partnership with Annie Leibovitz Arguably the most famous portrait photographer today 2 3 4 1 – UBS as exclusive Bespoke campaign 10 global cities, 12 Digital content commissioning partner of photography for months, 3 weeks on (e.g., making-of) that a new "WOMEN" tour UBS, plus annual each site for UBS can feature in both report portraits visibility and client paid, owned and – No 2 nd -tier sponsors hospitality, free public earned environments – Firmly tied to our footprint in access and will generate contemporary art, substantial media Start in London January 2016 integration into UBS Art attention Collection End in Zürich January 2017 41
Brand re-launch 42
Questions “ If I don't have real answers, it is because we still don't know what questions to ask. from: "Annihilation" by Jeff VanderMeer 43
Brand clip 90" (Link to be provided) Asking life's questions 44
Ad campaign examples 45
Ad campaign examples 46
London, Zurich and Geneva Zurich and Geneva airports London City Airport Frankfurt airport London Canary Wharf 47
Brand campaign ad executions released to date 48
Global exhibition tour (Link to be provided) 49
On-domain promotion 50
Co-created content, off-domain 51
Tie-in with brand advertising 52
PR Activation 53
Vogue & UBS Night – Tuesday, 12 Jan 2016 54
Client event – Thursday, 14 Jan 2016 55
Public attendance during 3 weeks 56
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