The text-only approach, which speaks in the voice of the client, was designed to stir images in customers' minds. "It's what happens in the mind's eye that actually makes it incredibly emotional for a lot of people," said Hubertus Kuelps, group head communications and branding for UBS, after testing the campaign. It's meant to make clients feel like the bank understands them, and can help them find the right answers.
Text also allows UBS to easily customize the spot to react to major world events, such as the recent free-fall in Chinese stocks, which rebounded before tumbling again on Monday. Mr. Kuelps said the company plans to create custom videos for events like this, but has currently only tailored the creative for particular client groups, such as corporate institutions.
The new effort, from font selection to imagery and tone, is mobile, digital and social-ready -- a shift for the bank, which last updated its brand before the days of Facebook and Twitter. It is 70% digital to align with the way UBS's target audience -- wealth managers, investment bankers and corporate institutions -- consume media today. The campaign also includes TV, print and out-of-home, as well as a classic media mix in Switzerland, where UBS serves as a universal bank.