A BANK LIKE SWITZERLAND
UBS
Following the integration of Credit Suisse, together with UBS we developed a nationwide campaign to demonstrate its deep-rooted responsibility and commitment to the Swiss market.
Under the guiding principle "A Bank Like Switzerland", the campaign emphasizes traditional Swiss values and uses the country's strengths for a clever image transfer to UBS. The goal was to convey security and stability despite all crises through this identification, uniting the institutes into a bank for the entire nation. This empathetic approach humanizes the brand, setting it apart from previous industry advertising while engaging critical voices and unsettled Credit Suisse clients alike.
This fosters pride in the national character and ensures the long-term loyalty of future generations to the bank.
The campaign rolled out in three phases over a single month, achieving maximum visibility across the country. Leveraging a high-impact mix of TV, cinema, social media, and large-scale OOH placements in urban centers, the message was integrated across all internal and external UBS channels. This synchronized approach turned the central landing page into a hub for a narrative of stability and national identity.
