{"id":10969,"date":"2017-11-13T16:13:00","date_gmt":"2017-11-13T16:13:00","guid":{"rendered":"https:\/\/preview.prophet.com\/?post_type=case-studies&p=10969"},"modified":"2022-05-19T16:22:09","modified_gmt":"2022-05-19T16:22:09","slug":"ubs","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/ubs\/","title":{"rendered":"UBS"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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UBS <\/h1>\n\n\n\n

Repositioning the brand and engaging 60k employees <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge<\/strong><\/h2>\n<\/div>\n\n\n\n
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Bigger and broader than previous brand campaigns, the one UBS launched was designed to communicate the company\u2019s transformation under CEO Sergio Ermotti. In the several years since he\u2019d assumed the role, Ermotti led UBS through brand repositioning<\/a> and aligned all business divisions around a single strategy. UBS was finally ready to share its transformation with the outside world and use the brand relaunch to drive further change.<\/p>\n\n\n\n

Before launching a more modern, human and unique brand and ad campaign, UBS had to first win over and prepare its most important advocates \u2013 the more than 60,000 employees who live and breathe the brand. UBS looked to Prophet for help developing and implementing an employee engagement<\/a> campaign that informed, inspired and engaged employees.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Solutions<\/strong><\/h2>\n<\/div>\n\n\n\n
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To engage employees, Prophet created a microsite on UBS\u2019s employee intranet and regularly published relevant content. The topics and formats of posts varied, including quirky educational videos on tone of voice, a brand guidelines game and a series of intimate video portraits of UBS leaders and clients discussing the new positioning and direction. Additionally, we struck a partnership with a young, up-and-coming graffiti artist to immerse employees in the brand\u2019s ethos through four large-scale artworks.<\/p>\n\n\n\n

Using rigor and strategically-inspired creative thinking, we applied the same best practices of external marketing to deliver effective internal employee communications:<\/p>\n\n\n\n