UBS global campaign tips hat to digital media

UBS has launched its first global brand campaign since 2009, looking to reflect a new strategic transformation and direction.The launch follows a three-month internal campaign that looked to gauge rates of employee engagement and reflect a refreshed UBS brand.The campaign features a brand film with a series of questions asked in the voice of clients. A print initiative is also rolling out shot by renown portrait photographer Annie Leibovitz.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, this will include video interviews with more than 40 Nobel-Prize-winning economists."The brand campaign is an expression of the successful strategic transformation UBS has undergone over the past four years," said group CEO Sergio Ermotti.With the campaign, UBS is also introducing a new mobile and digital-friendly 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.The firm is also looking to reflect the "media consumption of its client base" and will spend more than 70% of the media investment for the campaign on digital and social media. "Our clients stand at the center of this campaign and the vast majority of them are extremely digitally savvy," said Johan Jervøe, UBS chief marketing officer. "They appreciate a bank that has an effective and efficient 21st-century approach to everything it does – including marketing." 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.