UBS Funds

product campaign 'Swissness': motif and illustration

Home bias

Swissness phenomena: risk aversion, trust, loyalty, patriotism, no currency risk, home bias increased sharply since 2002 due to financial and euro crisis in 2010, equity portfolios 80% with domestic stocks, domestic economy running at full speed, consumption boom comparable to the 80s

Product offering

Bond funds, equity funds, asset allocation funds, real estate funds, 3rd pillar sustainable investment funds, ETFs, mid-caps

Customer benefits

reduction of risks, more stable earnings potential, better diversification of portfolio despite home bias, simple handling, profit from all asset classes: active and passive funds

Benefit for bank

additional sales, strengthening value proposition of UBS Global Asset Management, door opener for customer conversations, higher margins with funds, strengthening UBS's commitment to Switzerland

Marketing mix


national ad-campaigns in relevant titles (d,f,i), national poster display


spots on e-windows & e-screens, visuals on ATM's & Multimat, Zurich main station incl. promo with event attendants

Online / mobile

website, online-bannering, google adwords, search engines, e-banking news, UBS Fund App Promo, Twitter


UBS Fund Facts magazine special edition, update product fact sheets