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