Challenge: In the spring of 2008, UBS’ Global Advertising Team developed new print ads targeting its high-net-worth clients. Given the uncertainty in the economy and negative news reports about the major investment players, UBS was concerned about the impact on investor attitudes toward the brand.
Objective: UBS was specifically interested in understanding U.S. high-net-worth customers’ mindsets and investment behavior in the current market environment and reactions to the advertising prior to launch.
Solution: Plan-it conducted group discussions with high-net-worth clients to understand feelings about the economy, perceptions of major financial players in the marketplace including UBS, and how effective the ads were in inspiring a sense of confidence in the brand.
Result: Based on key insights, Plan-it made recommendations for tweaking the ads prior to final production, including overall messaging strategies, visuals, head line, copy and tagline recommendations.