New campaign for UBS Campus "The + for studying".
Just before the start of the semester, the UBS Campus campaign also kicked off. The free banking package for students and postgraduates aged 18 to 30 includes all the benefits of LEGI, a Swiss start-up by and for students.
Loud and surprising, the "Das + fürs Studium" campaign promotes UBS Campus, the free banking package that includes all LEGI benefits. The start-up from eastern Switzerland, LEGI, offers numerous discounts and special conditions for students from the eleven most important Swiss student cities. Those who open UBS Campus receive a five-year LEGI membership worth CHF 99 for free.
The campaign is based on the insight that student life is typically not a financial high-flyer. The formula to save the day is: UBS Campus + LEGI = "The + for your studies". Because with the bank package, students simply get more. More discounts, more freedom and more fun.
The online strategy is based on an awareness layer and a performance layer. The assets differ in both message and look. However, the core element of the campaign is The Campus. A newspaper that offers entertaining added value for students with tips and tricks for studying. From The Campus there are eleven versions. Each is tailored to a different Swiss student city and its offerings and is distributed at the beginning of the semester at the universities and universities of applied sciences.
Incidentally, the registration process for UBS Campus is just as straightforward as the target group. Instead of a boring registration form, a practical chatbot receives interested parties on a Microsite. In this way, registration takes place conveniently in dialog. Flyers, posters and POS measures round off the campaign.
Responsible at UBS Switzerland: Daniel Fischer (Head of Marketing Region Switzerland), Martha Braide (Project Management KAM Personal Banking), Andreas Greil (Head of Marketing KAM Personal Banking), Claudio Haas (Marketing Specialist), Ivan Piccinno (Content Marketing & Dialogue). Responsible at Notch Interactive: Jeff Gerber, Markus Hammer (Creative Direction), Sebastian Krayer (Art Direction), Lara Klopper (Graphics), Judith Maurer, Heike Gross (Copywriting), Marco Klein (Motion Design/Film), Alena Lobataia (Screen Design), Roger Oberholzer (Strategy), Mark Becher (Group Account Director), Angela van der Sman (Account Management), Peter A. van der Touw (Overall Responsibility). Graffiti Art: Patrick Wehrli. Photography: Jos Schmid. Promotion: Propaganda.
