ZURICH /PRNewswire/ -- UBS launched
its first global brand campaign since 2009 today, reflecting the
firm's strategic transformation and future direction. Featuring a
distinctive brand film as well as advertising with images
by Annie Leibovitz, the campaign also refreshes the strong
UBS brand with a contemporary look and feel. The external launch
follows a three-month internal campaign that inspired unprecedented
rates of employee engagement.
Experience the interactive Multimedia News Release
here: http://www.multivu.com/players/English/7612551-ubs-launches-global-brand-campaign/.
Photo: http://photos.prnewswire.com/prnh/20150831/262527
"The
brand campaign is an expression of the successful strategic
transformation UBS has undergone over the past four years," said
Sergio P. Ermotti, Group Chief Executive Officer. "Reflecting the
strategic transformation through our branding gives us additional
momentum."
Together, we can find an
answer
The brand campaign features a
brand film with a series of questions asked in the voice of
clients. The film consists only of text on a white background
accompanied by Family of the Year's hit song "Hero." The campaign
line following the film and all other advertising is "For some of
life's questions you are not alone. Together we can find an
answer." The photography for the campaign features portraits
by Annie Leibovitz of entrepreneurs who embody specific
questions.
Reflecting the focus UBS places on sharing expertise, all
advertising links back to a microsite that addresses a number of
the questions from the campaign with thought-provoking content.
Over the next two years, for example, this will include video
interviews with more than 40 Nobel-Prize-winning economists.
New brand design, tone of voice and sonic
logo
With the brand campaign, UBS is also
introducing a new mobile and digital-friendly brand design, a
simpler and clearer tone of voice and a new sonic logo. These
elements as well as the campaign approach are based on extensive
research undertaken by the firm over the past two years. The
research focused on client personalities and motivations, factors
differentiating UBS and testing of campaign execution.
"We
were going for a uniquely recognizable and emotional campaign and a
brighter more modern UBS brand. Really doing our homework with
exhaustive research and testing helped get us there," said Hubertus
Kuelps, Group Head of Communications & Branding.
Digital execution
Reflecting the
media consumption of its client base, over 70% of the media
investment for the campaign is focused on digital channels
including social media. This allows UBS to target its specific
client audience while also measuring the success of the individual
creative assets to optimize and adapt them as needed.
"Our
clients stand at the center of this campaign and the vast majority
of them are extremely digitally savvy," said Johan Jervoe, Chief
Marketing Officer. "They appreciate a bank that has an effective
and efficient 21st-century approach to everything it does –
including marketing."
Annie
Leibovitz partnership
In
conjunction with the global brand campaign, UBS has announced a
wider cultural partnership with Annie Leibovitz. The bank has commissioned a body of new
work from the photographer, focusing on portraits of women who
effect positive change. These and existing works will be shown at
an international exhibition tour entitled "Women." The exhibition
will launch in London in January 2016 and travel to 10 global cities over 12
months. Alongside the commissioned photography, UBS will present
behind-the-scenes footage online offering glimpses of how the
celebrated photographer works and gains insight into her
subjects.
To
access the advertising material, the microsite and further
information go to: www.ubs.com/together.
UBS
worked with Publicis, Poke, Prophet, SNK, Format Punkt E, The
Writer, Massive Music and Mediavest on the brand strategy, design
refresh, creative execution and media investment.
About UBS
UBS is committed to
providing private, institutional and corporate clients worldwide,
as well as retail clients inSwitzerland, with superior financial advice and
solutions, while generating attractive and sustainable returns for
shareholders. Its strategy centers on its Wealth Management and
Wealth Management Americas businesses and its leading universal
bank in Switzerland, complemented by its Global Asset Management
business and its Investment Bank. These businesses share three key
characteristics: they benefit from a strong competitive position in
their targeted markets, are capital-efficient, and offer a superior
structural growth and profitability outlook. UBS's strategy builds
on the strengths of all of its businesses and focuses its efforts
on areas in which it excels, while seeking to capitalize on the
compelling growth prospects in the businesses and regions in which
it operates. Capital strength is the foundation of its success.
UBS is
present in all major financial centers worldwide. It has offices in
more than 50 countries, with about 35% of its employees working in
the Americas, 36% in Switzerland, 17% in the rest of Europe, the Middle East and Africaand 12% in Asia Pacific. UBS Group employs about 60,000 people
around the world. UBS Group AG shares are listed on the SIX Swiss
Exchange and the New York Stock Exchange.
UBS Group AG
Media
contact
Switzerland: +41-44-234 85 00
UK: +44-207-567
47 14
Americas: +1-212-882 58
57
APAC: +852-297-1
82 00
www.ubs.com