From storyboard to reality

Once the concept had been defined, the UBS message needed to be packaged to appeal to clients everywhere. "It was at this point that we first confronted cultural differences," states Patricia Lawry of Brand Research Americas. Throughout the process, different advertisements based on the "You & Us" concept were tested on focus groups that included UBS clients and employees.

One TV spot, set in a diner, reveals the complexity of the task. For a US viewer, the context is clear. The action is taking place around midday, and the informal environment is perceived positively.

Outside the US, however, setting the TV spot in a diner caused mixed reactions. "In Europe, there is no equivalent of a diner," explains Oliver Loch, Head of Brand Research. "To Europeans it looks as if the action is taking place in the evening at a bar, which would be an inappropriate environment for discussing financial matters." So the setting was changed from a diner to a restaurant.

The voiceovers used in TV spots also ran into cultural hitches. US viewers had some difficulty understanding a Scottish accent, while non-US viewers could not identify with an American accent. Two versions of the English-only TV spots were then created - one with an American voice-over and the other with a UK one.

Translating the phrase "You & Us" into Japanese turned out to be even more complex. "Tests showed that the Japanese strongly dislike the use of 'katakana' to transliterate foreign words," explains Lawry. Not only can this process distort or conceal the meaning of certain words, it also gives the impression that the company hasn't taken the trouble to translate its message. So a separate text was developed for Japan. It will be launched soon.

In Japan, the concept of a client-firm relationship has to be backed up by a message of commitment to the local market, adds Seraphina Wong, Head of Brand Management Asia Pacific. The target audience, she explains, is understandably skeptical about foreign institutions, some of which have a history of setting up shop in Japan only to leave again a few years later.

Scenes filmed for the campaign were also adapted to local expectations all over the world. An example of that was the US. "In the US, the diversity aspect was key," says Pat Pilkonis of US Advertising, "so we carefully created images with a number of actors representing different gender and race."

Other challenges included the literal translation of "You & Us", as in many languages it lost the sought-after idea of closeness. "In German, for example, the translation 'Sie und wir' implies distance, whereas we wanted to communicate the idea of proximity," explains Loch. "Despite that, there have been no indications so far that 'You & Us' - kept in English - will present a problem in any particular market."

These changes and adjustments show the importance of understanding not only our clients' needs but also their culture and heritage. After all, it is the real meaning of "You & Us".