Goals and objectives
UBS, a leading global financial services firm, has long positioned excellence in banking as its defining craft. To reinforce its “Banking is our Craft” message, UBS aimed to deepen audience engagement and strengthen brand affinity through emotionally resonant storytelling. In a highly competitive financial landscape, the challenge was to differentiate the brand by highlighting its dedication to precision, innovation, and mastery—values synonymous with both craftsmanship and banking.
To achieve this, UBS partnered with NBCUniversal and CNBC to launch The Anatomy of Craft, a branded content series exploring craftsmanship across diverse disciplines—from fine art to high-performance motorsport. By drawing parallels between these disciplines and UBS’s own commitment to excellence, the campaign sought to create a powerful emotional connection with its audience. The objectives were clear: elevate brand perception, drive meaningful engagement through premium content, and reinforce UBS’s reputation as a trusted, expert financial partner. The ultimate goal was to increase awareness and foster long-term brand loyalty by aligning UBS’s values with those of its discerning audience.