UBS Asset Management wanted to raise its profile amongst institutional and professional investors who did not see them as an innovative pioneer of sustainable investment products. The brief required raising awareness across 21 markets to a diverse audience with a wide range of investment maturity. As such, we created a segmented approach that addressed their differing needs using three segments.
We developed a ”through the funnel” creative campaign that worked from a high-level concept of “Investing in Progress” and ranged from brand films, through white papers and even edutainment expertise.
The digital campaign included circa 65 messages and executions for paid media, alongside podcasts, video content, and design support for UBS internal teams.
The campaign smashed expectations, with paid executions significantly outperforming comparative financial sector campaigns. With CTR’s 2.5 times benchmark, alongside category-leading viewability scores.
Independent qualitative research also summarised the creative as “The sense of UBS as an agency of change committed to progress and to building brighter futures”, and added, “The simple modernity underscores UBS’s commitment to progress against the grey of the old world establishment”. A central point to achieving the brief of raising awareness of UBS AM as a pioneer and innovator in sustainable investing.
Business: Silver