Publicis whistles the football fever for UBS

 
Over the next few weeks, UBS will be focusing its communication efforts entirely on King Football: the employee testimonials will be scaled back, but a major campaign will be launched for this year's European Football Championship. The TV commercial for the big bank's footballing presence celebrated its premiere on Monday. It is part of a wide-ranging campaign in which UBS wants to awaken football fever and the anticipation of the European Championship in the country.
At the heart of the Publicis concept is the idea of an oversized football pitch that will cover the whole of Switzerland in June. The TV commercial is the centerpiece of the broad-based campaign: the first posters have been adorning Swiss airports since the beginning of April. All offices have been refitted to match the campaign. Until the kick-off on June 7, giant posters will be put up in several Swiss cities and raffles will be held for tickets to the so-called UBS Arena. With these public viewing events at 16 locations, the big bank is deliberately focusing its sponsorship activities around the European Football Championship on the whole of Switzerland and not just the host cities. The statements appearing in the commercials and on posters, such as "Right in the middle of the football festival", are intended to invite people to visit a UBS Arena.
With its "Mittendrin" campaign, the crisis-ridden bank not only wants to engage in traditional brand management via advertising messages, but also in so-called "engagement building". The UBS Arena is an ideal activation tool with a broad impact, according to a statement from the big bank. In view of the recent crises, UBS is setting a new tone with its football appearance (see:
UBS takes it easy
)>> TV commercial to watch