Comeback. Re-launching the UBS brand Caroline Darcy Group Head - - - PowerPoint PPT Presentation

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Comeback. Re-launching the UBS brand Caroline Darcy Group Head - - - PowerPoint PPT Presentation

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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

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December 2018 Caroline Darcy Group Head - Advertising, Sponsorship & Brand Activation APAC

Comeback.

Re-launching the UBS brand

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At a glance

2013 2014 2015 2016 2017 2018

Market research and brand analysis Brand house and core brand idea Brand design refresh and testing Brand design implementation Brand campaign idea, creative concept testing and production Brand campaign live Annie Leibovitz exhibition tour Content partnerships: Bloomberg, NYT Content partnerships: CNBC, WSJ, Mashable NYT Organic and paid social media Brand campaign incl. retargeting, DMP etc

We are here.

The brand re-launch, and in particular the global brand campaign, targets global HNWIs and C-Suite / corporate / institutional investors

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Setting the stage

Section 1

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A story of corporate transformation

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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

  • ptimistic, intelligent and human

Support our business

A stronger, more compelling brand will help us win in the marketplace

Objectives for the re-launch

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Sweet Spot

Finding the 'sweet spot' across these target groups

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High Net Worth, and Ultra High Net Worth Individuals Swiss Population Corporate Decision Makers Employees

In order to re-launch our brand efficiently and with sufficient impact, we have to find our 'sweet spot' across all four target groups – Those who are inspired by the idea

  • f 'Create Together' and share an

entrepreneurial spirit – Those who are familiar and comfortable with largely digital content – Those who buy into our role as a thought leader, and ultimately, as the bank of the future – Those who will act as influencers and multipliers towards those beyond our reach

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Nine factors identify 6 key customer personas

Motivation What gets you out of bed? Outlook Do you think locally, globally, or somewhere in between? Purpose for wealth What's your money is for? Seizing opportunities Are you impulsive or considered? Time How much control do you have over your time? Family What role do your loved ones play? Responsibility to society Are you concerned with making a difference? Display of wealth Overt or covert? And does it matter? Fulfillment Chasing goals or are you content?

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Who's out there? (example) (Link to be provided)

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Looks right. Sounds good.

Section 2

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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.

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Showing the world we have changed

Brand design Tone of voice

Clear, Convincing and with Charm

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A new design

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Modern, human, different

Before After

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The message

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The message

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The message

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The message

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Our pictures: bright and light

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And human

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Capture a moment / At least 50% white

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Icon design

Examples

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Overall look and feel

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Brochures

Covers

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Social Media

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ToV launch video (Link to be provided)

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Three chords and the truth (Link to be provided)

UBS sound logo

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Inspiring our staff

Section 3

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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

  • wnership, creating a ‘natural pull’ effect
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80 days to go

Twice a week new content and activation on brand hub (announced through mails)

Playing now – Brand Game Monday 15th – Brand Design video

Brand design week Tone of voice week Artist collaboration

Wednesday 17th – Tone of voice email Monday 22nd – Tone of voice video Commencing week 29th

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ToV video

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This or that? (Link to be provided)

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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…

Brand Relaunch hub on intranet

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Section 4

External communication

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The task at hand

Optimistic by nature Purposefully intelligent Confidently human Modern and different

Establish a brand positioning that conveys…

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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"

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The 'talk of town'

2012 1998 1959 2007

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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?

      

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UBS Global Sponsorship Framework

Formula One

Regional Properties Culture Sport

Contemporary Art Art Basel in Basel Art Genève Fondation Beyeler Fondation P. Giannada Guggenheim UBS MAP Art Basel in Hong Kong Art Gallery New South Wales Guggenheim UBS MAP Art Basel in Basel Nouveau Museé de Monaco Louisiana Museum of Modern Art Guggenheim UBS MAP Art Basel in Miami Beach Events of Regional relevance (Sport & Culture)

Swiss Athletics Weltklasse Zürich Athletissima, Lausanne 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

Beijing Music Festival London Symphony Orchestra Utah Symphony Festival Casals Switzerland APAC EMEA Americas Australia China Japan India Malaysia Singapore Canada United States Mexico Brazil Bahrain Spain Germany Belgium Abu Dhabi Turkey Monaco UK Hungary Italy

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Starting a conversation

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Partnership with Annie Leibovitz

Arguably the most famous portrait photographer today

Digital content (e.g., making-of) that can feature in both paid, owned and earned environments and will generate substantial media attention

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– UBS as exclusive commissioning partner of a new "WOMEN" tour – No 2nd-tier sponsors – Firmly tied to our footprint in contemporary art, integration into UBS Art Collection Bespoke campaign photography for UBS, plus annual report portraits 10 global cities, 12 months, 3 weeks on each site for UBS visibility and client hospitality, free public access

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Start in London January 2016 End in Zürich January 2017

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Brand re-launch

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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

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Brand clip 90" (Link to be provided)

Asking life's questions

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Ad campaign examples

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Ad campaign examples

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London, Zurich and Geneva

Zurich and Geneva airports London City Airport London Canary Wharf Frankfurt airport

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Brand campaign ad executions released to date

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Global exhibition tour (Link to be provided)

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On-domain promotion

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Co-created content,

  • ff-domain
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Tie-in with brand advertising

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PR Activation

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Vogue & UBS Night – Tuesday, 12 Jan 2016

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Client event – Thursday, 14 Jan 2016

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Public attendance during 3 weeks

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Media Coverage – preview

“The new photos have been commissioned for the UBS Art Collection, one of the largest corporate collections of contemporary art in existence, with over 35,000

  • works. UBS has a very high profile in

the art world” “It sounds fabulous and congratulations to UBS on a wonderful collaboration”

  • Nick Foulkes, Vanity Fair

“The works, mounted by the financial services company UBS, will become part of the firm’s contemporary art collection.” "To have a commission to take photographs of subjects I really cared about and to be given this kind of opportunity was extraordinary" Annie Leibovitz "The new collection, commissioned by Swiss banking group UBS, will go on tour from January." Annie Leibovitz said: “It is extraordinary to do this work for UBS on a subject that I really care

  • about. It is such a big undertaking and a broad

subject, it is like going out and photographing the ocean.” In addition to the new works, “WOMEN: New Portraits” will include work from the original series and other photographs taken since, reflecting what UBS describes as “the changes in the roles of women today.” "In association with UBS, “WOMEN: New Portraits” is an extended project that began with the book that Leibovitz published with Susan Sontag in 2000, and will focus on the continually changing role of women in the world."

"For sponsor UBS, the collaboration is a natural by- product of Leibovitz's work for the bank's recent global ad campaign which stood out for its emotional focus on, and curiosity about, ordinary people making quotidian financial choices about their lives." Singapore Business Times

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Social Influencers & Bloggers

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Verstärkungskampagne "Share your hero"

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Funktioniert? Funktioniert.

 Over 173,500 public have visited the exhibition. Daily visitor figures for London and San Francisco compete with some exhibitions at the British Museum, Tate Modern & the Met in New York. There have been over 5,000 participants at 138 UBS-organised CSR events and education programs. Here some stats regarding the AL project  Over 5,400 clients and prospects have been hosted at 49 events from 13 January 2016 – 27 January 2017, in London, Tokyo, San Francisco, Singapore, Hong Kong, Mexico City, Milan, Frankfurt, New York and Zurich  Over 2,000 employees and their families have attended 35 events for employees  Over 3,200 media articles with prominent UBS credits were generated in 58 countries and territories, including 14 newspaper cover stories.  Media value (AVE) of earned PR is over 237 million CHF.  UBS' support of the project was prominently credited 19,572 times with 14,504 references to our diversity agenda, 1,749 plugs of the UBS-organized education programs, 5,879 references to our commitment to art and 1,996 references to The UBS Art Collection.  930 press attended events in 10 countries, including press previews, Talking Circles and The UBS Optimus Foundation events.  There were over 70 interviews with senior management. UBS project spokespeople were quoted 1,742 times.

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Takeaways

 Lay out your branding objectives very clearly and match against instruments  Avoid piecemeal – create one coherent program, linked by a common theme  Make sure to tell a compelling and convincing story…  …and tell it in one go (most media give you one shot only)  "Talk of the town" can seem costly, but it may be more efficient in the end  Don't underestimate the cost of activation and professional PR support

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Thank you.