Our objective was to craft a content program that increased familiarity and awareness with UBS and its “Banking is our craft” global brand campaign message by bringing it to life through creative storytelling, distributed across high-reach channels. It was also critical that we target valuable audiences to move the needle for UBS—high-net-worth individuals with over $1m in investable assets, institutional investors, and C-suites. The content needed to resonate not only with these discerning audiences, but also across geos, as we targeted prospective clientele in the US, Singapore, Hong Kong, Germany, Italy, Mexico, Saudi Arabia, United Arab Emirates, the UK and Japan.

Our proprietary Bloomberg research and audience studies—the Bloomberg Investor Study, Bloomberg Brand Accelerator, and more—and our robust research into public wealth reports from UBS and its competitors showed that HNWIs and business leaders are seeking more collaborative, transparent relationships with financial institutions; trust can only be earned through commitment to personalization, to purpose and to shared values. Amidst the greatest generational wealth transfer of all time, seasoned leaders are looking to secure their carefully built legacies, and a diverse new generation is seeking ways to grow their wealth.

Drawing on inspiration from this audience insight and from “Banking is our craft,” we developed the creative platform “Craft Matters,” defining a new level of expectation that these audiences should seek for their financial partner: a partner that treats financial services not as their work, but as their craft.

We leveraged Bloomberg’s proprietary audience data tool, BloombergAiQ, to delve deep into the topics and content that these distinct audiences in these specific markets were engaging with across Bloomberg channels, confirming that video is most effective, and identified passion points that united them that also aligned with UBS craft pillars: luxury design, competitive sailing, and professional sport and entertainment.

We built a multiplatform content campaign, “Craft Matters,” designed to maximize reach across Bloomberg channels, and to resonate with Bloomberg’s coveted audience of high-net-worth individuals, institutional investors and C-suites across UBS’ target markets.

At the heart of the campaign was a series of short-form documentaries featuring award-winning, global talent whose craft aligned to UBS’ pillars of craft and to the Bloomberg audiences’ shared areas of interest—interior designer Kelly Hoppen, based in London; Co-General Manager for Alinghi Red Bull Racing Silvio Arrivabene, based in Switzerland; and former professional football player and Executive Director and Head of Sports Entertainment at UBS Aadewale Ogunleye, based in the US. Leveraging their personalities and reach, we garnered attention and earned credibility for UBS amongst their discerning audience.

By celebrating the values of craft in these stories—attention to detail, the passionate pursuit of exceptional performance, trust-building—and integrating messaging around how UBS applies this ethos to its own work for clients, we built recognition of UBS’ unwavering commitment to its craft, and motivated audiences to entrust UBS with their own legacy-building.

We distributed the videos across Bloomberg’s high-reach channels: OTT, digital, YouTube, and social, targeted to UBS’ key geos and target audiences around the globe. We also created a dedicated “Craft Matters” interactive content destination that invited audiences to discover all of the stories and delve deeper into the UBS brand and its solutions.

We produced custom Storycards—high-impact carousel video units that ran across Bloomberg.com and social channels, featuring examples of UBS’ craft in action—each aligned to a core Craft pillar that defines the brand’s ethos—that engaged audiences and drove them to the UBS site to discover more.

By leaning into video storytelling, we maximized reach and brought to life the “Banking is our craft” campaign in a format that resonates best with the target audience, crafting memorable stories that allowed audiences to see and feel UBS’ values and purpose for its clients.

We developed a global, multi-platform content strategy that brought the brand’s core values—precision, expertise, and long-term thinking—to life through premium storytelling and intelligent distribution.

At the heart of the campaign were three documentary-style videos, each exploring unique, attention-grabbing expressions of craft. These films were designed to reflect UBS’s own meticulous approach to client service and financial strategy. By highlighting masters of their field—individuals who mirror UBS’s commitment to detail and excellence—we created a compelling narrative link between the artistry of their craft and UBS’s own.

Each video was paired with dedicated UBS messaging to reinforce brand ethos and strengthen audience understanding of the bank’s identity. These were not ads in the traditional sense—they were editorial-grade stories with a strong brand undercurrent, elevating perception through association and depth.

To maximise reach and engagement, we distributed the content across Bloomberg’s most powerful channels: linear TV, Bloomberg.com, streaming platforms, YouTube, and social. This ensured high visibility among Bloomberg’s premium audience of global decision-makers and high-net-worth individuals. We layered this with precise targeting to reach priority audiences at moments of peak engagement—across both business and lifestyle environments.

To create a deeper connection, we built a bespoke content hub—a branded digital destination within the Bloomberg ecosystem where viewers could explore the full campaign narrative, view extended video content, and engage with UBS thought leadership. This gave the campaign longevity and allowed for repeat exposure in a premium, controlled setting.

We further enhanced the campaign with custom Storycards—high-impact, carousel-style video units designed to showcase UBS’s values in action. These short-form, mobile-optimised pieces offered digestible examples of the UBS philosophy, enticing users to explore more on the UBS site. Visually rich and strategically placed, they served both as an extension of the video storytelling and a high-performing traffic driver.

Together, these elements formed a cohesive content ecosystem—balancing emotional storytelling with brand education, scale with precision, and editorial credibility with marketing clarity. The result was a campaign that did more than advertise UBS—it embodied their craft.

UBS challenged Bloomberg to create an engaging video campaign with a core success metric of video views and completes. With over 6.4 million video views and a VCR well above benchmarks (53.28%) the campaign successfully drove engagement with the UBS brand, communicating key messages around innovation, personalisation and craft. All strands of the Craft Matters campaign successfully engaged the HNW audience, significantly raising awareness (+42pp) and familiarity (+36pp) with the brand and driving consideration. Campaign results also show strong consideration with CTR to the UBS site at 200% vs. benchmarks. Following exposure to the Craft Matters campaign, the target audience are more likely to visit the UBS website, talk about the brand with peers and, ultimately, use UBS.

Exposure to the campaign has also helped extend UBS’ brand metrics further, showing above average conversions occurring at the end of the funnel with respondents more likely to invest with UBS. Action Intent, the hardest metric to shift, experienced the strongest lift. This shows that the strong upper funnel metrics are translating into positive behaviours towards UBS.

Craft Matters