Effective translation does not just involve the word-by-word transformation of one text into another language. Businesses must create marketing campaigns and advertisements for international markets using localization services to adapt content to fit the cultural context of target markets. Here’s why hiring a language services provider is always a wise choice for global organizations.
Marketing Translation Case #1: De Beers
De Beers Group is an international business that specializes in diamonds. In 1993, the company decided to enter the Chinese market; a market with limited experience with diamonds. Therefore, De Beers created an ad campaign that called for the Chinese translation of its slogan, “a diamond is forever.”
After half a year of competition, a sentence from a university professor was selected for the Chinese version of the slogan: “zuan shi heng jiu yuan, yi ke yong liu chuan”. This localized version of the De Beers motto was heavily promoted in advertisements and became the most classic slogan in mainland China.
The Chinese slogan not only conveys the meaning perfectly but also accords with traditional Chinese values. Most importantly however, the successful advertisement allowed De Beers to enter the Chinese market and brought greater acceptance of diamond culture among Chinese consumers.
Marketing Translation Case #2: After Bite
A catchy slogan is one of the best ways to allow consumers to understand your brand. After Bite cleverly adapted its motto for the Spanish market by using the rhyming phrase, “te pique el insecto que te pique”
Case #3: KFC
Brands always look to language translation services when it comes to localizing their marketing campaigns.
KFC is one of the largest fast-food restaurant chains. Its Group Meals campaign in India encourages people to order more KFC food. However, there are more than 1,600 languages in India. How did KFC make this advertisement known to more people?
Finally, KFC chose to use localized voiceovers and changed the text in the video while the ad remained the same creatively. In total, there were six different versions of the same advertisement targeted based on location, which undoubtedly brought massive success to the fast-food king.
Case #4: Coca-Cola
Coca-Cola’s “Share a Coke” campaign is also a brilliant example of localization. Just like KFC’s campaign, Coca-Cola also maintained the ad’s creative idea but changed the text for different markets.
Whereas bottles in the US said Share a Coke with John, Sarah, or Bobby, in Ireland, they chose Irish names such as Aoife and Oisín. Perhaps the best example came from China, where Coca-Cola used words like “classmate” or “close friend”, as it’s impolite to address anyone by their first name in China.
History has shown several ads and marketing campaigns succeeded because companies care about local languages and cultures. Investing in a professional marketing translation and localization agency will help your business succeed in the global market.
About Language Connections:
Language Connections is one of the top language service companies in the US. Over the last 30 years, we’ve focused on providing the best business translation services, interpreting services, as well as interpreter training and customized language training programs. In addition to top-tier corporate language training, we offer certified corporate interpreters and professional business translation services in 200+ languages. Our network includes linguists with backgrounds in all major industries. They’re ready to meet your needs, whether they’re for technical translation services, legal translation, government translation services, international development translation services, education translation services, life sciences translation, or something else. Reach out to us today for a free quote on our cost-efficient and timely translation services, interpreters, or other linguistic services.
Language Connections Inc.
2001 Beacon Street, Suite 105,
Boston, MA 02135