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Author: Textappeal

cross-cultural transcreation

Nissan’s Golf “Makeover” Taps Into Japanese Thirst for Endurance

  |   CultureShocks Blog

Most golf enthusiasts look at a round of 18 on the links as a relaxing way to spend an afternoon. The hazards, aside from wickedly slicing a ball into sand trap or lake, are few. But what would it be like to play on a course that offered a little more edge; where the hazards are sand dunes and waterfalls and instead of a golf cart you are asked to tear around from tee to tee in a SUV crossover?

A recent advertising promotion by Nissan did just that, by challenging Japanese car consumers as well as those with an affinity for adventure. The “X-Treme Golf Cup” pitted three competitors (out of 300 applicants) to play what the campaign billed as “18 holes of the most difficult golf ever played.” The players faced larger-than-life obstacles, such as braving deep caves, dense forests, and sheer cliffs over 1,934 kilometers during a 96 hour time period. The tournament’s grand prize was Nissan’s new X-Trail Hybrid—the same vehicle the three participants used to navigate the course. Check out Nissan’s short film on the challenge below:

In the 1 minute video, Nissan captures the appeal of why each golfer enjoys participating in such an outlandish event. (You can watch an extended version of the video here.) The agency responsible for the campaign, TBWA Hakuhodo, made a savvy decision when they decided on the creative path. Match the sensibilities of a Nissan crossover vehicle with gaman (我慢)—a term which loosely translates as “endurance.”

Gaman is a unique Japanese mentality. Derived from Zen Buddhist thought, the concept has a lot to do with surviving hardship and showing stoic endurance through difficult times. A write-up in The Australian following the devastating 2011 earthquake why gaman is an important cultural idea, that helps Japanese overcome natural disasters or simply find enjoyment in games where feats of mental and physical endurance are highly prized.

From the business world to the playground, gaman (also known as gaman kurabe, or a “test of wills”) dictates a cultural desire to persevere at any cost and to not be undone by any sort of challenge, large or small. It’s a competitive spirit that emerges at the slightest hint of any sort of personal challenge.

Apply the idea of gaman to a marketing campaign directed at young Japanese consumers, and it’s easy to see why coming up with the idea of the X-Treme Golf Cup was a no-brainer. Mastering golf is no easy task in of itself. Mix it with a course designed to challenge a person’s abilities, and Nissan gets a subtle, storytelling-driven car campaign that makes the brand instantly synonymous with endurance, without a need for hard marketing. The company’s softer angle toward product placement means the emphasis is not only about the car, but also about the adventure. In a day and age where endurance is what separates Japanese automobiles from the competition, Nissan gives itself an enduring new edge.

For more on cross-cultural transcreation and social media solutions, get in touch with: Sergio.arboledas@textappeal.com.

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sea life is the new win for transcreation specialists Textappeal

Textappeal’s New Business Win: SEA LIFE

  |   News

SEA LIFE Aquariums is the world’s largest and most engaging conservation based aquarium brand, with more than 50 attractions around the world.

SEA LIFE create a breathtaking experience for the whole family and want to share their passion for sea life – its welfare and conservation are paramount in all they do.

Textappeal are proud to support the SEA LIFE brand in helping to promote the SEA LIFE ethos and enabling it to resonate with an audience across 13 European and Asian markets in 13 languages among which are Finnish, Portuguese, Turkish, Arabic, Thai, Korean, Simplified Chinese and Swedish.

SEA LIFE were looking for a partner to support the global unveiling of their website; a partner who shares the same passion for excellence in all they do and a partner who could further the SEA LIFE brand to audiences in markets where the brand is present.

Another crucial point for the brand was to retain consistency across SEA LIFE’s global estate of aquariums and deliver a brand message that would be fun, engaging and family-friendly across the markets SEA LIFE currently operate in.

SEA LIFE were impressed with Textappeal’s approach, passion and credentials and we are now working on the brand’s global website transcreation.

Our goal is to inform people in each specific market, in a locally relevant manner, of the importance of marine conservation, get them involved and inspire children to fall in love with the sea. To help them better understand the importance of the protection of sea life in an entertaining and culturally relevant manner.

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lost in translation, translation blunder, translation fauxpas

Lost In Translation Competition

  |   CultureShocks Blog

 

Welcome to our new Facebook competition, “Lost in Translation”. We’ll be giving away 6 insightful books for the funniest #LostInTranslation pictures or examples from around the world.

1.     Marketing Across Cultures – Fons Trompenaars.

2.     Lost in Translation – Charlie Croker.

3.     Through the Language Glass (Why the world looks different in other languages) – Guy Deutscher.

Most brands have suffered blunders that have affected their reputation. It is important to consider cultural values, rules of conduct, humour and slang when promoting a product abroad. What you need is to get your brand’s message across in a way that will resonate well in different cultural contexts. Transcreation is the way to preserve brand integrity and minimise the risk of miscommunication or brand erosion.

#LostInTranslation examples can be found everywhere. Here we show some classic mistakes:

lost in translation, translation blunder, translation fauxpas

lost in translation, translation blunder, translation fauxpas

lost in translation, translation blunder, translation fauxpas

 

We are sure that you’ve come across some examples on your travels or when surfing the internet. Share them with us for a chance to win!

Terms & Conditions:

The promoter is: Textappeal Ltd (company no. 04514203 )] whose registered office is at 88 Goswell Road EC1V 7DB.
Employees of Textappeal LTD or their family members or anyone else connected in any way with the competition or helping to set up the competition shall not be permitted to enter the competition.
There is no entry fee and no purchase necessary to enter this competition.
Closing date for entry will be 14/08/2015. After this date the no further entries to the competition will be permitted.No responsibility can be accepted for entries not received for whatever reason.

The rules of the competition and the prize for each winner are as follows:

Users can only post 1 example per day.
Votes can be collected until 14/08/2015 at 12:00pm.
The winner whose example get more votes will get 3 books:

  1. Marketing Across Cultures – Fons Trompenaars.
  2. Lost in Translation – Charlie Croker.
  3. Through the Language Glass (Why the world looks different in other languages) – Guy Deutscher.

The 2nd winner will get two books:

  1. Marketing Across Cultures – Fons Trompenaars.
  2. Through the Language Glass (Why the world looks different in other languages) – Guy Deutscher.

The 3rd winner will get 1 book:

  1. Marketing Across Cultures – Fons Trompenaars.

The promoter reserves the right to cancel or amend the competition and these terms and conditions without notice in the event of a catastrophe, war, civil or military disturbance, act of God or any actual or anticipated breach of any applicable law or regulation or any other event outside of the promoter’s control. Any changes to the competition will be notified to entrants as soon as possible by the promoter.

The promoter is not responsible for inaccurate prize details supplied to any entrant by any third party connected with this competition.

No cash alternative to the prizes will be offered. The prizes are not transferable. Prizes are subject to availability and we reserve the right to substitute any prize with another of equivalent value without giving notice.

Winners will be chosen as a result of a popular vote conducted via social media sites.
The winner will be notified by Facebook and/or email within 28 days of the closing date. If the winner cannot be contacted or do not claim the prize within 14 days of notification, we reserve the right to withdraw the prize from the winner and pick a replacement winner.
The promoter will send the prize by post mail within 10 days after the notification.
The promoter’s decision in respect of all matters to do with the competition will be final and no correspondence will be entered into.
By entering this competition, an entrant is indicating his/her agreement to be bound by these terms and conditions.
The competition and these terms and conditions will be governed by English law and any disputes will be subject to the exclusive jurisdiction of the courts of England.
The winner agrees to the use of his/her name and image in any publicity material. Any personal data relating to the winner or any other entrants will be used solely in accordance with current UK data protection legislation and will not be disclosed to a third party without the entrant’s prior consent.
Entry into the competition will be deemed as acceptance of these terms and conditions.
 

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#SMday, How will you celebrate it?

  |   CultureShocks Blog

Today is the #SMday (Social Media day) and the best way to celebrate it is with a Social Media lunch introduced by Loveurope‘s Marketing Manager Stephanie Melodia where all attendees learnt interesting facts about how Social Networks are changing our lives.

smday 2015

 

To make the day funnier we have recorded a report with some members of the team.

 

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Cultural Insights

Textappeal Shares Cultural Insights at NYT Luxury Summit

  |   News

Alongside Aston Martin, Bang & Olufsen, Georg Jensen, and Goldman Sachs, Textappeal has been asked to hold a talk at the international New York Times Luxury Summit. The event takes place May 19th the Four Seasons Hotel in London.

Textappeal will highlight “The do’s and don’ts of culture, reputation and collaboration”. In company of C-suite executives from around the world, we will address the challenges facing global brands to manage their reputation in a digitalised world.  Check the agenda on the Luxury Law Summit’s website.

To find out how Textappeal can help you manage your global brand reputation, contact us on info@textappeal.com 

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