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UBS Campaign
Michael Utz | Project manager, UBS
Gerhard Gerner | Delivery lead, Netcentric

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What to expect

1
Where we come from
You will understand the
business imperatives in
which the UBS Campaign is
rooted
Learn about the uniqueness
of email marketing in
banking

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2
Our solution
Understand the custom on
premise installation of
Adobe Campaign for UBS
You will see the UBS
Campaign capabilities and
how we improve email
marketing at UBS

3
What's in it for you
Live demo of the UBS
Campaign advanced user
interface
Lessons learned and
actionable items to consider
for future implementations

Speaker introduction

Switzerland's pre-eminent universal bank

World's largest and fastest growing wealth
manager based in 54 countries
More than 150 years of experience in financial
services
Net profits of CHF 6.2 billion in 2015 with
total assets of 943 billion CHF

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Building state-of-the-art Marketing Cloud

solutions since 2012 for customers in all
industries
Over 250 Marketing Cloud experts based all
around Europe
Adobe Premium Partner with specialisations
in AEM, Campaign and Analytics

UBS digital channels

Adobe Campaign is the logic extension to the existing platforms that UBS already operates
using the Adobe Marketing Cloud suite
ubs.com

2012

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Global Intranet

2014

UBS Campaign

2016

Burning platform
Platform
Tool landscape

Business processes

Branding compliance

Standardised processes

Branding adoption

Lack of standardised business processes

Branding not fully adopted in existing

mailing platforms

End-of-life solutions

Personalisation

Responsiveness

Platform support ending for various tools

across the bank

Lack of maturity in email marketing

processes and governance

Missing responsive design for mobile

adoption

Language functionalities

Time to market

Quality framework

Long production times due to

dependencies

Lack of automation and inherent quality

framework

Limited analytics

No central data repository

Compliance issues

No comprehensive analytics capabilities

Missing ability to store data in a central

repository

Low standardisation leading to brand

compliance and coding issues

Heterogeneous tool landscape across the

bank

Limited multi-language functionalities in

existing tools

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Solution objectives
Our goal is to integrate relevant email and event marketing functionalities from Adobe Campaign seamlessly into
the Adobe Experience Manager publishing environment know by UBS business users
We achieve our goals by delivering
an advanced user interface on AEM enabling self-service for decentralised
business users
fully responsive layout capabilities based on standardised, compliant and
flexible components
a bespoke on premise installation to create a shielded environment
protecting client identifying data
segregation and protection of data through diligent user access rights
across business areas, segments and jurisdictions

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

UBS Campaign

Recipient management
Content creation and
distribution
Asset management
Analytics

Disclaimers
Access rights and
user management
Archiving

With UBS Campaign we create UBS' strategic one-stop-shop email and event marketing platform

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Solution design
UBS Campaign is hosted in a Swiss, FINMA-compliant data center including a number of customisations
ensuring sufficient protection of client identifying data and deliverability of mailings
External

External
recipients

Internal
UBS users

Internal
recipients

Adobe
Campaign
Internet service
providers

Swisscom
shared mass
mail service

All Swiss-hosted
2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Campaign
external
mail servers

Swisscom
infrastructure

Campaign
database

UBS Campaign

Encrypted customer data

AEM Author

Campaign
internal
mail servers

UBS Exchange
mail servers

Mailing samples

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Branding
When specifying UBS Campaign we ensured the output complies with our branding guidelines and made it
available through pre-defined components to ease the mailing creation
Grid

Components

Consistent look and feel

following defined grid

Consistent design across

all types of mailings

Content area allows

flexible adaption via
components

Powerful header
component for text and
images

Standardised yet flexible

components ensure
maximum compliance
Pre-header
UBS logo
Headline
Text & image

Pre-defined unique UBS

branded color palette
Color sub-sets per
component ensuring
proper contrast and thus
readability

Key factor for good

readability and brand
recognition
Display optimised for
mobile and desktop
devices

Teaser
Buttons
Social media links
Footer
Contact
Disclaimer

Colors
2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Fonts

Responsiveness
UBS Campaign is the global answer to changing market expectations of mobile digital email communication and
fulfills all corporate identity requirements
Over the course of 2015 ...
mobile opens increased 17%
to now represent 55% of opens
webmail opens decreased 13%
to end the year with 26% of opens
desktop opens decreased 17% for a
year-end 19% of total opens

Source: Litmus, State of e-mail report 2016

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Multiple language mailings

The brand-compliant solution can deliver multi-language mailings in high quality across devices and mail
clients to enhance the consumer experience
German
English

Currently ten languages are

pre-configured, including
non-western languages,
and the set can be flexibly
extended as required

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

French

Italian
Multi
language
reality

Project setup
Each use case is associated to a specific market or segment within a division. Similar use cases are clustered in
UBS Campaign into so called 'projects'
Project

Divisions
Markets,
Segments
Project
Use cases

Centralised high level

access rights
Detailed access rights
within UBS Campaign

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Recipients
One-off
Recurring
Automated
recurring
Bespoke
workflows

Maintain recipients
Define target audiences
Manage subscriptions
Manage web forms

Mailings

Multi- or single language

Different layout templates
Variety of components

Assets

Host images and documents

Emails

Live demo

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Benefits
The advanced user interface enables self-serviced, end-to-end mailing creation, reducing time to market and
allowing fast responses to market events
Self-serviced production

Fast time-to-market due to minimised

coordination efforts

Integrated workflows

Fully designed workflows reduce setup

time of mailings

Automated approval flow

Standard approval workflows for

audience and content

Brand-ready components

Component library enabling fast and brand

compliant mailing creation
2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Built-in personalisation

Automated customisation based on target audience

and individual recipient attributes

Recipient management

Transparent recipient management reducing

maintenance effort

Comprehensive reporting

Easy and fast access to compre-hensive

analytics capabilities

Mobile compatibility

All components are fully responsive and tested

against a wide range of devices

Lessons learned
The many learnings of UBS Campaign are rooted in technical issues, security enforcement, design standards
and sensitive data processing

Chinese walls
Complete segregation required
between the departments of a
global bank

Interface AEM / AC
Unifying tools and interfaces
into one single seamless user
interface

Marketing data versus client

identifying data
Email marketing data is not well
known and thus not understood
in a bank

Email marketing versus Web

design
Email marketing is a completely
different and far more complex
topic

Set-up Adobe Campaign in a

large enterprise
On premise, single-sign-on,
desktop client, operations,
deliverability

Establishing a new service Is

different from migrating an
existing service onto a new
platform

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Ambition scope 2016/2017

UBS Campaign will be delivered in several waves during 2016 and 2017, serving external audiences in 2016 and
integrating internal mailings in 2017

Waves

NOW

Fully serviced

Self service

Event marketing

Enhancements

Q1

Q2

Q3/4

2017

Central service team

servicing identified pilot
use cases

Advanced user
interface
Broader user base,
extend to business
users across UBS

External mailings
2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Support events

UBS internal mailings

Connection to employee
directory
Integrate CRM systems
Decommission legacy
applications

What to expect

1
Where we come from
You will understand the
business imperatives in
which the UBS Campaign is
rooted
Learn about the uniqueness
of email marketing in
banking

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2
Our solution
Understand the custom on
premise installation of
Adobe Campaign for UBS
You will see the UBS
Campaign capabilities and
how we improve email
marketing at UBS

3
What's in it for you
Live demo of the UBS
Campaign advanced user
interface
Lessons learned and
actionable items to consider
for future implementations

Contact slides

Michael Utz

Gerhard Gerner

Zurich, Switzerland

Zurich, Switzerland

+41 44 236 60 15
michael.utz@ubs.com

+49 151 62858127

gerhard.gerner@netcentric.biz

www.ubs.com

Visit us at booth G7

Project Manager

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Head of Project Delivery

If this session supports questions sent in via the app just go to Summit Interact Your
question, or one similar, may already be in the queue

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Day 1 Email and Cross-Channel Marketing Sessions

Customer loyalty in the Cloud: How Miles & More is creating superior omni-channel
experiences with Adobe Campaign and the Marketing Cloud CC8

12:00pm 12:45pm
Room: S2

Because they're worth it L'Oral delights customers with consistent customer

experiences across all channels CC7

1:00pm 1:45pm
Room: S2

Catching the next wave Quiksilver goes global and puts the adrenaline back into
email CC6

2:00pm 2:45pm
Room: S2

UBS Campaign Adobe Campaign fully integrated into AEM CC12

3:00pm 3:45pm
Room: S2

Allianz Tie your local marketing to your central initiatives and win the customer
experience ROI CC2

4:15pm 5:00pm
Room: S2

Adobe Campaign latest and greatest innovations CC1

5:15pm 6:00pm
Room: S2

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Day 2 Email and Cross-Channel Marketing Sessions

Voyages-sncf.com: Driving real-time 1 to 1 personalisation for identified customers CC5

12:00pm 12:45pm
Room: S2

Re-thinking marketing fatigue: Increase communications AND grow revenue without

fatiguing your audience CC4

1:00pm 1:45pm
Room: S2

Manage the customer journey with Adobe Campaign and the Adobe Marketing Cloud CC10

2:00pm 2:45pm
Room: S2

Otto Reimagine email as a powerful engagement channel with Adobe Campaign CC3

2:00pm 2:45pm
Room: S3

Heathrow Airport The beautiful journey with Adobe Campaign, Adobe Analytics and
Adobe Target CC9

3:00pm 3:45pm
Room: S2

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Email & Cross-Channel Marketing Booth

Watch a Campaign demo and discover how we can help

push your marketing into the future.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit

Interact with Summit using the event app

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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