Creating a legacy
Families could take home their own family portraits taken by professional photographers. Much more than personalised mementoes, these portraits help express and preserve the family values that UBS’s clients cared about.
UBS Group
WOMEN: New Portraits: Annie Leibovitz-UBS Experience
Engaging an uninitiated audience through a user-centric brand experience
UBS Group, the largest private bank globally, commissioned WOMEN: New Portraits, an exhibition of portraits of women with outstanding achievements taken by Annie Leibovitz, the A-list photographer. The experience in Singapore was held at the historic Tanjong Pagar Railway Station.
The brand partnered with HOL to elevate passive exhibition viewing into an engaging brand experience.
What we did
- Experience strategy
- Activation strategy
- Experiential marketing
- Implementation
- Project management
Challenges
UBS wanted to reach out to its clients with young families through this exhibition. However, the audience segment was unfamiliar with portrait photography. How could we then initiate them to portrait photography and help them engage with both the art form and the brand?
Insights and strategy
From our research interviews with individuals like UBS’s target audience, we discovered what mattered to them: 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 individuals did not always spend enough time with their children given their work and social commitments, even though they did wish to.
For any uninitiated, there’s no better way to induct them into something new than through experiential exploration. Furthermore, based on our years of engaging young audiences, we know that children prefer exploring through fun and engaging hands-on experiences to just being passive observers.
Solutions
Exploring experientially
Weekend photography workshops taught the families how to take portrait photographs, experiencing the art form 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.
Impact
Empathetic fun
With insights into the psychology of UBS’s target audience and young children, we conceptualised fun, hands-on activations that brought the art form to life. The parents also spent quality time with their children through the activities, away from other commitments and building cherished family memories.
Emotional connection
The family portrait was a piece of legacy that UBS’s clients and their families could treasure for a long time to come. This brand experience also helped seal strong emotional bonds between UBS and its clients.
Lead generation
UBS was able to reach out to more potential clients by following up with the leads collected through activities such as portrait-taking.
