The SCMP x UBS “Craft Matters” campaign is a first-of-its-kind partnership between the bank and an Asian publisher.

Designed to support UBS’ master branding campaign, which is titled “Banking is our craft”, the partnership was aimed at making the UBS brand more relevant and impactful by localising content to this region through SCMP’s unique interpretation that resonates deeply with an Asian audience. SCMP was appointed as the only Asian publisher to interpret and amplify the UBS campaign for an Asian audience.

The campaign featured a three-episode series of video-led articles, with each profiling a regional key opinion leader (KOL) who embodies a craft that has driven their work in their particular field. The three KOLs, based in Hong Kong and Singapore, were meticulously selected to demonstrate the complexity and dedication involved in mastering their respective crafts, which parallels UBS’ commitment to diligence and precision in wealth management.

SCMP leveraged its influence to gain access to these affluent KOLs and then fostered a trustworthy environment in which they could openly share their thoughts on what craftsmanship means to them – abilities that distinguish SCMP from other content creators.

This strategic content initiative not only aimed to elevate UBS’ brand visibility, but it also sought to engage the audience by showcasing inspiring stories of individuals integrating craft into their professional and personal successes, thus bringing to life the UBS brand slogan of “Banking is our craft”.