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The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference. Who are we?. #1 Global Interactive Agency Network (Adweek 2002), represented in every major market in the world. Core Competencies Digital Marketing & Advertising Strategy

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The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

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  1. The Multilingual Digital World Dublin, November 19th 2003 LRC Conference

  2. Who are we? • #1 Global Interactive Agency Network (Adweek 2002), represented in every major market in the world. • Core Competencies • Digital Marketing & Advertising Strategy • Creative Development: site build & design         • Localisation & HCI consultancy • Content Management System Consultancy • FocusWe deliver locally relevant branded customer experiences and relationships through an innovative union of creativity and technology. 1

  3. Today’s Global Environment • Multilingual global markets • Atomised media • Continuous two-way communication • Multitasking prosumers • Shrinking budgets 2

  4. Tradition-free vs. Culture-bound Products • We will analyze a few brand communications to understand the difference between Tradition-free (global) products, and Culture-bound (local) products. • Tradition-free products can be identified with technological, scientific or financial products, whose main selling points are based on performance. • Culture-bound products are those deeply rooted in national, local or sub-cultural traditions. Food, entertainment, lifestyle some sports, travel, etc. 3

  5. Tradition-free products communication • Requires less cross-cultural adaptation • More cross-media co-ordination • Allows for greater content sharing through modern technology 4

  6. Culture-bound products communication • More glocal approach • Addresses the local traditions or exploits local perception of foreign products (tourism, coffee, beer) • Imaginative ways to position a product as a new tradition which fits in the local culture (Nescafe Brunch) • Clear divide between the global brand values and their local declination (Coca-Cola, McDonald’s, Lavazza calendar) 5

  7. Examples: Beck’s Exotic Beach • VIDEO 6

  8. Beck’s Italia 7

  9. Beck’s UK 8

  10. Peroni Nastro Azzurro Italy 2003 • VIDEO: Blonde woman 9

  11. Peroni Italy 1999 • VIDEO: Blonde woman everywhere 10

  12. Peroni Italy 11

  13. Peroni Italy 12

  14. Peroni UK • VIDEO: Paint 13

  15. Peroni World Wide 14

  16. Nescafè Italy - Cappuccino • VIDEO 15

  17. Nescafè Italy – Brunch 16

  18. Lavazza Italy 2002 • VIDEO: Heaven 17

  19. Lavazza.com 18

  20. Lavazza Calendar 19

  21. Nescafe UK 2003 • VIDEO: Coffee Good morning 20

  22. Nescafe UK 2003 • VIDEO: Flatmates 21

  23. Nescafe.com 22

  24. Addressing budgetary restraints • Sharing creativity, texts and translations across media and markets • Off-screen voiceovers rather than dubbing • Content-management devices • Translation memory tools • Embedded streaming video in online ads • Centralised global creativity, with culture-aware creative teams and trans-creators. 23

  25. Contact Details Mario De Bortoli & Jesús MarotoLocalisation DepartmentCupola House, 15 Alfred Place, London WC1E 7EB, UKTel: +44 (0)20 7257 9884 & 9877Email: mario.debortoli@eurorscg.co.ukEmail: jesus.maroto@eurorscg.co.uk 24

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