UBS: Simple image campaign - Bank thanks for trust
UBS wants to improve its tarnished image with an advertising campaign. This has been running in newspapers and on television throughout Switzerland since Tuesday and is set to last for a week. UBS is presenting itself as grateful and simple. The advertising campaign was created by the advertising agency Publicis.
At the bottom of the newspaper advertisement, UBS thanks its clients and employees in six lines, above which there is nothing but an oversized, gray half of the UBS logo consisting of three keys. This is how UBS presents itself to its home market of Switzerland, which is to play a stronger role in the company's strategy in the future. UBS spokeswoman Tatiana Togni told SDA that the primary aim of the campaign was to thank clients, employees, but also the authorities, shareholders and investors for their trust.
The bank also wants to show "that UBS has become a new UBS, one that says goodbye to the past and remains strongly rooted in Switzerland. UBS is a strong brand that has helped us to survive the difficult times. That is why we have not changed the logo," Togni continued. She did not reveal anything about the costs of the campaign.
"This can only be a subtle, gentle prelude to UBS's return to advertising," said Geri Aebi, Managing Director of the Zurich advertising company Wirz. "The ad is very serious and modest in terms of graphics and colors and certainly doesn't want to do anything wrong. On its own, it is certainly not a big hit. But it probably doesn't want to be."
The image campaign was also criticized. "I don't think you can win back trust with a campaign like this," said PR consultant Fidel Stöhlker when asked. "Trust comes from performance. Oswald Grübel would do better to finally send out a signal that he is really changing something. " According to Stöhlker, a good sign would be to waive bonuses.
The bank also wants to show "that UBS has become a new UBS, one that says goodbye to the past and remains strongly rooted in Switzerland. UBS is a strong brand that has helped us to survive the difficult times. That is why we have not changed the logo," Togni continued. She did not reveal anything about the costs of the campaign.
"This can only be a subtle, gentle prelude to UBS's return to advertising," said Geri Aebi, Managing Director of the Zurich advertising company Wirz. "The ad is very serious and modest in terms of graphics and colors and certainly doesn't want to do anything wrong. On its own, it is certainly not a big hit. But it probably doesn't want to be."
The image campaign was also criticized. "I don't think you can win back trust with a campaign like this," said PR consultant Fidel Stöhlker when asked. "Trust comes from performance. Oswald Grübel would do better to finally send out a signal that he is really changing something. " According to Stöhlker, a good sign would be to waive bonuses.
