the multilingual digital world dublin, november 19 th 2003 lrc conference
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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 - PowerPoint PPT PresentationTRANSCRIPT
The Multilingual Digital World Dublin, November 19th 2003
LRC Conference
#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
Focus We deliver locally relevant branded customer experiences and relationships through an innovative union of creativity and technology.
Who are we?
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Today’s Global Environment
Multilingual global markets
Atomised media
Continuous two-way communication
Multitasking prosumers
Shrinking budgets
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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.
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Tradition-free products communication
Requires less cross-cultural adaptation
More cross-media co-ordination
Allows for greater content sharing through modern technology
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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)
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Examples: Beck’s Exotic Beach
VIDEO
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Beck’s Italia
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Beck’s UK
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Peroni Nastro Azzurro Italy 2003
VIDEO: Blonde woman
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Peroni Italy 1999
VIDEO: Blonde woman everywhere
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Peroni Italy
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Peroni Italy
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Peroni UK
VIDEO: Paint
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Peroni World Wide
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Nescafè Italy - Cappuccino
VIDEO
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Nescafè Italy – Brunch
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Lavazza Italy 2002
VIDEO: Heaven
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Lavazza.com
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Lavazza Calendar
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Nescafe UK 2003
VIDEO: Coffee Good morning
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Nescafe UK 2003
VIDEO: Flatmates
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Nescafe.com
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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.
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Contact Details
Mario De Bortoli & Jesús Maroto
Localisation DepartmentCupola House, 15 Alfred Place, London WC1E 7EB, UKTel: +44 (0)20 7257 9884 & 9877Email: [email protected]: [email protected]
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