Equipe: National youth campaign for UBS
As part of the UBS youth campaign "Sport Switch", young adults can swap their current sport for a new fun sport for one day. Equipe is responsible for the concept and implementation.
Swiss young people are extremely enthusiastic about sports. They are also practicing more and more sports at the same time and like to try out new things. With its "Sport Switch" youth campaign, UBS wants to support young adults' urge to exercise and give them unique sporting experiences. With "Sport Switch", they can choose between different fun sports such as wakeboarding or bodyflying and, with a bit of luck, win a trial training session for two. On top of that, the winners will receive two sporty goodie bags from brand partner adidas. The personal sport switch, i.e. the change from one's own sport to a fun sport, can be shared with friends in the form of an animated gif via SMS, Whatsapp, Facebook and Twitter.
The campaign relies on strong involvement and a high degree of personalization. Thus, the Campaign landing page In addition to action-packed sports videos and exciting background information on the protagonists, contacts are also made with Swiss sports clubs. As the core of the personalized communication, all participants are informed within three working days whether they have won or not. Non-winners also receive a link to a personalized landing page with further content. For example, they can arrange their own trial training at nearby clubs or apply for other fun sports.
The campaign will focus on social media. In addition, the campaign will be publicized via display ads, direct marketing measures, communication channels of the participating sports clubs, and all UBS offices. After the "Style Battle" and the "UBS CampusBreak", which was awarded gold in the category "Digital Performance Campaigns" at the Best of Swiss Web 2016, "Sport Switch" is already the third youth campaign that Equipe is implementing for UBS.
Responsible at UBS: Daniel Fischer (Head of Marketing, UBS Switzerland), Lucia Rutishauser (Marketing Key Account Management Private Clients), Mirela Jusic (Online Marketing).
