Craft matters. In small ways, like how a room is designed or how a sailboat slices through water. In not-so-small ways, like how your money is cared for or how your brand story is told.

UBS approaches banking not just as its work, but as its craft — and it wanted to increase familiarity and awareness among Bloomberg’s coveted audience of high-net-worth individuals, institutional investors and C-suites across the globe by bringing to life its ‘Banking is our craft’ brand campaign message through high-reach channels.

I leveraged Bloomberg’s proprietary audience data to develop metaphors for UBS’ craft that would resonate — luxury design, competitive sailing, professional sport and entertainment — and identified award-winning, global talent to bring the stories to life.

Through a series of three docu-style films, we showcased attention-grabbing approaches to craft that embody UBS values, with dedicated UBS messaging to reinforce the brand ethos.

We distributed them across Bloomberg TV, streaming, digital, YouTube, and social, targeted to audiences the world over, and built a bespoke destination for audiences to delve deeper. After engaging with the content, audiences reported not only higher awareness, consideration, and preference for the brand, but they were also more likely to invest with UBS.