ZURICH, Sept. 1, 2015 /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/
"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 in Switzerland,
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 Africa and 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
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SOURCE UBS