UBS is one of Africa’s biggest TV production companies. They boast the biggest privately owned production studios on the continent.

Their Problem

After our astounding success on Dumisa (a UBS business unit), the UBS board asked us to pitch for the new UBS website. The team that was working on it – to which they had already paid an initial deposit – was not providing the solution that the UBS content manager wanted. 

The complexity of their requirements lay in the the website needing to be both a new business driver for leisure consumers, while also still talking to business customers. Just like Dumisa, they needed a site that in future could be used to sell and stream content directly to the leisure visitors.

 This presented a number of challenges:

• UBS was a group site that had 12 companies under it (including Dumisa), all of which were offering B2B services. Therefore, if the website had too much entertainment content this could easily put off corporate B2B clients and increase drop rate from these users. On the other hand, if it was too business-driven it would not attract the leisure customers that they wanted.

• Therefore, the challenge was keeping the site informative, while making it modern, interactive and interesting in a way that would be engaging enough to position UBS as a content maker for leisure customers in the minds of B2C customers who were new to the brand. These needs were to be met alongside the need to attract new business traffic to the site from B2B decision makers.