UBS, the world's largest Wealth Manager and Publicis London have created an integrated campaign to launch UBS SmartWealth; an entirely new type of online investment platform; centred around goal based investing.
UBS SmartWealth launches with the campaign ‘Behind every number, there’s a story’ exclusively in the UK from April 28th 2017. UBS SmartWealth is a digital wealth management platform with a minimum investment of £15,000; it aims to help a new audience achieve their life goals.
The platform provides automated advice to recommend a suitable investment strategy, based on a client’s individual financial situation, relative to their attitude to risk and their investment objectives. UBS’s extensive and global team of investment experts then execute the client’s strategy.
The campaign is part of a wider global strategy for UBS SmartWealth, and aims to help the bank maintain its leadership in the increasingly disrupted financial landscape and service the emerging modern investor.
Publicis London took the approach to move away from the category norms of highly rational messaging to instead dramatise the emotional benefit of achieving one’s aspirations in life, moving the conversation on from what an online investment tool can do for you now, to what it can enable in your future.
Recognising how difficult this new audience can be to reach and how cluttered the market place is, in partnership with MediaVest and Headland, the campaign features an emotional 90-second film with a 60-second cut down, as part of a highly targeted direct response approach in both messaging and media across; search, social, and display supported by Sky AdSmart TV.
The film exposes the stories behind the significant numbers of one man’s life, from birth to the present day and beyond. It aims to show that, with UBS, investing isn’t about cold, hard figures but the dreams and goals we all have.
Shane Williams, co-head of SmartWealth, stated: “Life goals are at the centre of the client’s wealth management strategy. In this campaign Publicis have brought this thinking to life in a moving film and engaging through the line activity to help us launch UBS SmartWealth.
Dave Monk, Executive Creative Director, Publicis London says: "We all think banking is about hard numbers, but the truth is, behind every personal investment decision is just a human being making plans for their future. This campaign plays on the idea that even a cold hard digit can have a personal meaning; From the time of your child's birth, the door number of the family home, or the number plate of your first car. We've tried to create work that puts some heart into the banking world, and we hope the launch film by the hand of Rattling Sticks' brilliant Sara Dunlop together with the surrounding campaign will find a way to connect with people”.