Football summer 2024: Thjnk launches communication offensive for UBS
UBS is the main partner of the Swiss Football Association (SFV), building on the partnership that began in 1993 with Credit Suisse. Ahead of the upcoming Men’s European Football Championship, Thjnk has launched the first national soccer campaign.
Under the motto "One team is always everyone", the initiative celebrates everyone who contributes to the success of the national football team. After all, achieving truly great things requires not only the players on the pitch, but also various players off it: Coaches, equipment managers, coach drivers, managers, cooks and, of course, the fans as motivators and tacticians. This shared aspiration translates the already established claim "A bank like Switzerland" into the world of sport: a team like Switzerland, a bank like Switzerland.
As the lead medium, the TV commercial shows how the different roles in the team come together and thus becomes a manifesto for the shared team spirit on and off the pitch. For the (D)OOH media and advertisements, this idea was charged with a mural artwork typical of football. Staff and fans are thus visually accorded the same hero status as the players themselves.
The 360-degree initiative includes the TVC, OOH and DOOH advertising media, print ads, digital ads and a variety of social media creatives such as user-generated content ads, FOOH and Snapchat AR Lense. Among other things, there are betting videos from the Swiss national team, "Choose your Character" videos and a "Muhrakel", in which Sissi the cow predicts the result before every Swiss national team game. UBS also activates all of its own channels, brings football into the branches and organizes autograph sessions with the national team stars. Comprehensive coverage on its own social media channels complements and reinforces the campaign content. There will also be client viewings around the Swiss matches and fan caps will be available in UBS & CS branches.
Responsible at UBS: Aydin Sahin, Dang Nguyen, Sonja Kingsley-Curry, Susanne Bill, Simon Bietenhader, Tanja Iseppi, David Schätti, Michael Rütti, Kendra Ueberholz, Dania Vogel, Mehmet Odabas, Manuela Gualeni, Andreas Greil, Rita Vozarova, Maurice Labhart, Vanessa Schmid, Franziska Ziegler, Vincenza Messerli, Martin Brüllhardt, Romina Lukas-Luccarelli, Thérèse Morell, Thomas Jungo, Mario Lanfranchi, Reto Brändli, Annina Speich, Benjamin Fehrenbach, Chloe Hindes, Nico Camenzind, Darcy Martinelli, Linda Mullan, Manuel Wild, Lukas Plewnia, Simone Dietenmeier, Delia Pitta, Katia Wenzel, Eleonora Isaak, Simone Nilson, Sascha Meissner, Sandra Caviezel, Joel Frey, Patricia Ottenburg, Yvonne Stadler, Tamara Bron, Giulia Laugel, Mathias Kunz. Responsible at Thjnk Zurich: Alexander Jaggy (Geschäsführer Creation), Pablo Schencke (Executive Creative Director and Partner), Tobias Röben, Artur Deyneuve (Creative Direction), Johannes Gorsboth (Text), Mara Schwegler (Art Direction), Julien Le Goff, Lea Scherz (Graphic Design), Andrea Bison (Geschäsführung Consulting), Annika Seidel-Gudelj, Fiona Wishart, Frauke Stürmer (Consulting), Gordon Nemitz (Head of Strategy and Partner), Thomas Nabbefeld, Benjamin Calcott (Producing), Carlotta Lansing (Art Buying) . External partners: Pumpkin Film (film production), Martin Werner (director), Stefanie Brand, Claudia Brand (producing), Silvan Borer (illustrator), Anthony Tâche (content creator); Publicis Media: Martina White, Attila Kovacs, Antonia Joura, Jonas Hemmann, Désirée Bachmann, Antonia Pospischil; Muhrakel: Sissi (Original Swiss Brown Swiss cattle from Schönenberg ZH).
