Transcreation! NYCT at NYU

@gablemoine #HLAtranscreation

TRANSCREATIONand translation for marketing


March 14, 2016NYU SPS Building7 East 12th Street

New York, NY


Global campaign goal: retaining customers & defining brand positioning globally


C’est tout ce que j’aime

Ich liebe es

Ninaipenda

вот что я люблю

işte bunu seviyorum Me encanta

我就喜欢

我就喜歡love ko to

أنا أحبـ`ـه

Amo muito tudo isso I'm lovin' it

http://www.lexiophiles.com/english/im-lovin-it-slogans-around-the-world

@gablemoine #HLAtranscreationSearch “I’m lovin it 2003” on Youtube

In different countries, the music changed, the scenes, length, lyrics, and so on…


WHAT IS TRANSCREATION?


http://comicsalliance.com/indian-spider-man-political-candidate-video/


Transcreators need:1.Deep knowledge of the target culture

2.Copywriting skills3.Marketing knowledge


@gablemoine #HLAtranscreationAtlanta Business Chronicle http://www.bizjournals.com/atlanta/news/2014/06/10/coca-cola-boosting-share-a-coke-campaign-in-u-s.html

Call to action => expected reaction

Emotions are engaged

@gablemoine #HLAtranscreationRodriguez, Silmaris (2015) http://yellow-ad.blogspot.com.ar/2015/03/piensas-que-la-compania-de-coca-cola.html

Great example of amazing reactions


Example of unsuccessful campaign

= wrong reaction

@gablemoine #HLAtranscreationhttps://www.youtube.com/watch?v=EI9AY9uS59I

The name was changed in some markets

because it was an insult


Marketing is the art of creating and satisfying customers at a profit

@gablemoine #HLAtranscreationMcCarthy, Jerome E. (1960). Basic Marketing. A Managerial Approach. Homewood, IL: Richard D. Irwin

Target Market

PRODUCT PLACE

PRICE PROMOTION

THE MARKETING MIX

@gablemoine #HLAtranscreationBooms, B. & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms

Target Market

PRODUCT PLACE

PRICE PROMOTION

PEOPLE

PHYSICAL EVIDENCE

PROCESSES

THE MARKETING MIX

SERVICES

If the target market changes, everything else

changes, not just promotion

(communication)

@gablemoine #HLAtranscreationHanlon, Annmarie (20014) http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/

Example of the Marketing Mix applied to services


Transcreation =>To trigger the same expected reaction


• Same text, different images• Back-translation clarifies the translation meaning for final language approval

@gablemoine #HLAtranscreationMooney, Phil (2008) http://www.coca-colacompany.com/history/2008/03/bite-the-wax-ta.html

Transcreation => Translation before

CAT tools

@gablemoine #HLAtranscreationhttp://www.coca-colacompany.com/stories/share-a-coke-20-the-hit-campaign-is-back-and-its-bigger-and-better-than-ever

• Companies translate because they want to sell their products

• Emotional engagement needs cultural adaptation

@gablemoine #HLAtranscreationRobertson, Graham (2012) http://beloved-brands.com/2012/05/28/creative-brief/

A copywriter’s creative brief


Background / Overview:

America received her wings in 1996, when “bulls balls” were introduced to the beverage industry. Red Bull focuses on bringing dynamic energy to all realms of life, let it be Nascar, extreme sports, study habits, etc. In that, Red Bull created a niche market based around “energy enhancing beverages.” With its “wing enabling powers,” Red Bull is considered a “youthful drink” that speaks solely to the youth...until now.

What is the objective, the purpose of the ad?

To expand Red Bull into the older adult market as a beverage that can give them the focus needed to tackle their deepest desires.

Target audience: who are we talking to? What do we know about

them that can help us (insight)?

Middle-aged men and women reaching the “midlife crisis” aspect of their lives. They are in need of an internal change and lack the motivation and direction to make it happen. They feel they have wasted away their lives and fear only doom lies ahead.

What’s the single most important thing to say? What is the big idea?

Get your balls back.

What are the supporting rational and emotional ‘reasons to believe

and buy?’

Red Bull increases performance, increases concentration and reaction speed, improves vigilance, stimulates motivation, and makes you feel more energetic and thus improves your overall well-being. About 5%-12% of middle-aged people experience a midlife crisis. They have fears and anxieties about growing older, and are willing to try new and adventurous things to reach a sense of internal stability in their lives.

Red Bull

Red Bull didn’t give us wings to fly; it grabbed us by the jugulars and sent us soaring.

They need to prove it!




THE TRANSCREATION BRIEFRequirement Positioning Distribution Timeframe

Deliverables

Purpose

Target audience

Response

Tone

Background/overview

Purpose/objectiveTarget audience

MessageSupporting R&E reasons


SOURCE TEXT MESSAGE

TARGET CULTURE RESPONSE

#1 takeaway


Translation is about the ability to understand someone else’s language.

Transcreation is about the ability to write

in your own.

2011 www.mothertongue.com

#2 takeaway


transcreation.org.uk

Transcreator => Skilled copywriter who

understands the source culture intent as well as

the target culture perception


Pre-production Production Post-production

THE TRANSCREATION PROCESS

•Client interview•Brief creation•Clarification•Project instructions •Style guide

•Translation

•Revision

•Proofreading

•Client review•Change implementation• TRANSCREATION

Transcreation => an additional step in translation, in addition to pre- and

post-production stages, to check that the reaction is the intended one


ISO 17100

proofing

proofreadingafter-format proofing

revisionreview

spot-checking

quality control

QAin-country review

mechanical review

language sign-off

Watch out for confusing terminology

related to tasks


ISO 17100

internationalization

international copy adaptation

localization

creative international marketing

multilingual copywriting

marketization

copy adaptation

cultural adaptationmarketing translation

cross-market copywriting

creative translation


How to charge??

Houry for pre-production, reports, etc.

Experienced translators benefit more from rates linked to units other than time


1, Not meeting client expectations => Shape them w/questions2. Lack of internal communication3. Previous experience with translation of a client


CONCLUSIONS

Ray, R. and Kelly, N. (2010) Reaching New Markets through Transcreation. Common Sense Advisory, Inc.

• Similar to copywriting

• Marketing & target culture knowledge - talented writer

• The brief is critical

• Pre- and post-production

• Team communication, including client

• Little room for automation or MT


–Nelson Mandela

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his

own language, that goes to his heart.”


https://ar.linkedin.com/in/gablemoine