What it had to solve
Launch UBS SmartWealth in the UK to a new, hard-to-reach audience and help the bank keep its leadership in a disrupted financial landscape.
The idea
Make investing human: every cold number in a life, a birth date, a door number, a first car's plate, has a story behind it, so 'Behind every number, there's a story'.
How it works
Rattling Stick's Sara Dunlop directed a 90-second film, with a 60-second cut, exposing the stories behind the numbers of one man's life from birth to the present and beyond. With MediaVest and Headland it ran in a targeted direct-response mix of search, social and display, supported by Sky AdSmart TV.
What it did
LBB reports the campaign launching in the UK from 28 April 2017; no results were given.
Background
LBB reported on 3 May 2017 that UBS and Publicis London had created an integrated campaign to launch UBS SmartWealth, a goal-based online investment platform with a £15,000 minimum investment, starting exclusively in the UK on 28 April. The platform gives automated advice on an investment strategy, which UBS's global experts then execute.
Publicis moved away from category norms of highly rational messaging to dramatise the emotional benefit of achieving one's aspirations, shifting the conversation from what an online investment tool does now to what it can enable in the future.
The 90-second film exposes the stories behind the significant numbers of one man's life, from birth to the present day and beyond. Executive creative director Dave Monk said even a cold digit can mean something personal, such as a child's birth time, the family home's door number or a first car's number plate. A highly targeted direct-response approach ran across search, social and display, supported by Sky AdSmart TV.
Why it lands
UBS wanted to reach an emerging, modern investor in an increasingly disrupted market.
The audience is hard to reach and the market place cluttered.
Investment advertising usually leans on rational messaging, leaving emotion open.
A numbers-with-stories idea fits a platform built around personal goals.
What you can take
In a category that talks only in rational terms, a campaign that dramatises what the money is for can set a product apart.
Since then
LBB gave no outcomes; the campaign was described as part of a wider global strategy for UBS SmartWealth.
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