Comeback. · art in existence, with over 35,000 works. UBS has a very high profile in the art...
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December 2018 Caroline Darcy Group Head - Advertising, Sponsorship & Brand Activation APAC Comeback. Re-launching the UBS brand
Transcript of Comeback. · art in existence, with over 35,000 works. UBS has a very high profile in the art...
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
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 optimistic, 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 of '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?
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)
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 ownership, 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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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
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
Reg
ion
al
Pro
pert
ies
Cu
ltu
re
Sp
ort
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
1 3 4 – 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, off-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.
