Wirz and UBS create content for the sophisticated generation
Wirz is continuing the successful youth campaign for the "UBS Generation" banking package in an expanded form.
In order to anchor the "low-involvement topic" of banking even more firmly in the lives of young people, UBS is using well-known Swiss influencers such as Gabirano and Zeki in the new campaign and is launching a content offensive on the topics of consumption and saving. At the same time, the campaign also focuses on the parents of financially mature young people. With advisory and informative content, the aim is to provide them with competence and confidence in financial education - because parental support is of crucial importance on the path to financial independence.
Together with the Wirz agency, the bank took a new approach to youth communication in 2018: Under the motto "The account of a sophisticated generation", it had the target group assess the bank package themselves. The result was entertaining and authentic short commercials by relentlessly honest young people. The commercials are being played out on Instagram, YouTube and - a first for Swiss banks - also on Snapchat.
"The results show that the courage to be authentic has paid off," says Alessandro Monsurrò, Head of Marketing Personal Banking at UBS. "The high level of acceptance within the target group, the above-average involvement and the leads generated have exceeded expectations."
Responsible at UBS: Daniel Fischer (Head of Marketing Region Switzerland), Alessandro Monsurrò (Head of Marketing Personal Banking), Deborah Zenerino (Campaign Manager, Marketing Personal Banking), Joel Kettl (Marketing Personal Banking), Oliver Vedolin (Head of Content Marketing & Dialogue), Joël Frey (Head of Content Marketing), Larissa Mörgeli (Digital Marketing Specialist), Maya Kaufmann (Dialog Marketing Specialist), Thomas Gschwind (Marketing Specialist Print & Branch). Responsible at Wirz: Livio Dainese (CCO), Caspar Heuss (CD), Katrin von
Niederhäusern (AD), Caspar Heuss, Thomas Kurzmeyer (Text), Naomi Gulla (Graphics), Erasmo Palomba (Agency Producer), Isabelle Jubin, Katharina Erdrich (Consulting), Adrian Huwyler, Björn Bippus-Brender, Angelo Mabellini (XLAB), Cosima Lang, Michèle Roten, Adrian Schräder (Storyline), Martin Frank (Planning), Thomas Peller, Adina Nehrkorn, Corinne Räber (Media Realization), Rino Frei (Image Editing). Film: Dominik Locher (Director), Gabriel Lobos (DoP). Postproduction: Onfilm, Christian Wehrlin, Michèle Seligmann. Photography: Diana Pfammatter. Sound: Jingle Jungle.
