Fraser positions UBS as a decision maker
With a new communication platform, UBS is positioning itself as a decision-making partner. Fraser of Switzerland has implemented a marketing initiative for the bank’s private client segment.
In spring 2025, UBS is launching a new marketing initiative for the personal banking segment in Switzerland. The new target group positioning "For everything that lies ahead" aims to position UBS as a reliable partner for retail & affluent clients in all financial decision-making situations.
The topic of "decisions" in everyday life is the communicative basis of the new platform. Under the motto "We can't help with all decisions. But we can help with many." Everyday decision-making moments in the lives of customers are shown. Accompanied by the positioning slogan, which looks confidently into the future and speaks personally and directly: "For everything that lies ahead."
The subjects aim to create a humorous and authentic effect. For example, they show decision-making situations between forks and chopsticks when eating or deciding on the right wall color when buying a house. The communication campaign is intended to show that UBS is close to the everyday lives of the Swiss and that listening, understanding and helping to make the best decisions on financial topics is the daily task of UBS advisors.
The communication platform was launched in April 2025 with 13 motifs and six social videos throughout Switzerland in high-reach OOH/DOOH media, newspapers, on social media and in other digital channels as well as on UBS owned channels.
Responsible at UBS: Aydin Sahin (Head of Marketing & Digital Sales), Sonja Kingsley-Curry (Head Marketing Initiatives & Innovation), David Schätti (Head Strategic Initiatives & Media buying), Melanie Säuberli, Andreas Greil, Fabian Brosi (Marketing Strategic Initiatives), Pascal Baumann, Mehmet Odabas (Creative Director Innovation & Creative Lab), Jan Duong (Head Digital Media), Aylin Galliver (Digital Media), Carmen Köll (Head Brand & Marketing Strategy), Daniel Crespo (Media Strategy), Tanja Klotz (Media Planner), Joël Frey (Head Content Marketing & Client Communication), Benjamin Fehrenbach (Head Social Media). Responsible agency: Fraser of Switzerland. Production: VisualEyes, ALL IN Production, Südlich-t. Director/Photographer: Niv Shank. Media: Publicis Media Switzerland.
