Engaging a Luxury Brand’s Current and Future Clients

THE CLIENT

UBS Group

WHAT WE DID

Stakeholder consultation & engagement
Audience research & engagement
Engagement strategy & implementation
Placemaking implementation

Engagement strategy for UBS’s global experience

The Swiss luxury brand UBS, which is also the world’s largest wealth management firm, commissioned A-list photographer Anne Leibovitz’s WOMEN: New Portraits, an exhibition celebrating women effecting positive change in the world. The exhibition made a stopover in Singapore at the historic Tanjong Pagar Railway Station.

WOMEN could have remained a static exhibition of portraits. However, HOL saw the opportunity to turn it into a dynamic engagement experience that allowed young families to bond over interactive activities. These activities became wonderful memories that would continue to resonate with the luxury brand’s current and future clients and keep the brand front of mind.

IMPACT

Built trust

in the UBS brand among
its target clients

Enhanced

UBS’s reputation as a
supporter of the arts

We strategised and designed the engagement experience with young families and their values of family and legacy in mind. This approach made UBS’s target audience feel understood and valued, and helped build trust in the brand.

For the families that participated, family photos had taken on a new meaning. Each time they looked at their family portraits taken at the experience or took family photos on their own using the skills they picked up there, they would renew their emotional connections to the luxury brand.

The engagement experience also helped strengthen UBS’s reputation as a patron of the arts and a community-focused institution, building trust among its target clients.

SUMMARY

Forging ties that bind

The experience initiated trust and emotional connections that could lead to long-term relationships with the firm.

UBS Group

ABOUT THE CLIENT

UBS Group

UBS is the world’s largest global wealth manager with offices in over 45 markets on five continents. It serves affluent individuals, families and institutions by providing wealth advice and investment services to help them achieve their financial goals.

CHALLENGE

Keeping UBS top of mind

UBS is a well-known brand for financial advisory and planning. It wants to provide unique client engagement opportunities offering exclusive experiences that reinforce client relationships and loyalty.

UBS has also been a huge supporter of the arts. Its art collection, which began in the 1960s, stands at over 30,000 artworks (including the portraits from WOMEN).

How could HOL help UBS create meaningful opportunities for UBS to engage with their current and future clients and reinforce its position as a huge supporter of the arts?

INSIGHTS AND STRATEGY

Legacy is a cherished value

Our research interviews with individuals like UBS’s target clients revealed what mattered to them: leaving and protecting their legacy. And a real legacy isn’t only about the money one leaves behind. It’s also about the values and beliefs passed on to the next generation.

Our research also found that these parents led busy professional lives. Therefore, they valued and cherished their quality time with their children.

Additionally, for any uninitiated, there’s no better way to induct them into something new than through experiential exploration. Furthermore, based on our experience engaging young audiences, we knew that children prefer exploring through fun and engaging hands-on experiences to being passive observers.

UBS Group
UBS group image

With insights into the psychology of UBS’s target clients and young children, we transformed a passive exhibition into a family-friendly experience that allowed UBS’s target clients and their children to bond over interactive activities.

Weekend photography workshops allowed the families to learn to take family portraits and capture family memories for themselves. Friendly and knowledgeable docents were on hand to guide families in exploring the photographs on display. They pointed out pieces of interest and made portrait photography accessible even for those encountering it for the first time.

The interactive activities allowed parents to spend quality time with their children, away from other commitments and making cherished shared family experiences.

UBS group image

Families had their family portraits taken by professional photographers. Much more than personalised mementoes, these portraits helped express and preserve the family values that UBS’s clients cared about.

The family portrait was a piece of legacy that UBS’s clients and their families could treasure for a long time. This engagement experience also helped seal strong emotional bonds between UBS and its clients.

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