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transcreation Tag

global marketing, translation, translate business, transcreation, translate website, translate your marketing campaign

The Best Languages to Target for International Marketing

  |   CultureShocks Blog

Having a marketing campaign translated into different languages is a great way to reach audiences who may not be well versed with the primary language of your campaign. However, choosing the right languages to translate your campaign into can be quite challenging, especially considering there are so many options out there. That’s why we’ve compiled a handy list of the top 10 languages to translate your campaign into, with the facts and figures on why these languages are your best bet:

 

1. Spanish

 

Around 427 million people across 31 countries speak Spanish, making it the second most widely spoken language worldwide! This isn’t surprising, considering that Spanish is the second most popular language in Europe and the fourth in the world. In the United States alone, there are already 36 million Spanish speakers. The Hispanic population in the US is projected to double by 2050, meaning that Hispanic people will make up 30% of the population in America. As a language for websites, Spanish makes up about 4.9% of online content. Ultimately, in terms of native speakers around the globe, Spanish precedes English too, making it a crucial language to translate your campaign into!

 

2. English

 

English is spoken in 106 countries, making it a very widespread language. There are 339 million English speakers, and 27% of Internet users prefer English. English is the most used language on the Internet by far, dominating with more than half (53.6%) of content languages for websites in English, followed by Russian (6.4%), German (5.6%) and Japanese (5.1%). E-commerce sales in 2015 were booming in English speaking countries with $349.06bn in the US, $93.8bn in the UK and $28.7bn in Canada.

 

3. Chinese

 

There are a total of 1.3 billion Chinese speakers in the world with Chinese spoken in about 35 countries, making it the most widely spoken language worldwide. It has a 2% usage of content language for websites, with about 674 million Internet users in China. The number of Chinese Internet users far outweighs Hindi speaking users (375 million), Spanish speaking Internet users (222 million) and Portuguese speaking users (117 million).  In 2015, China and the US were by far the world’s leading e-commerce markets with sales of $562bn and $349bn respectively, followed by the UK ($93bn), Japan ($79bn) and Germany ($73bn). China’s growth over the next five years will widen the gap between the two countries and will exceed $1 trillion in retail e-commerce sales by 2018. According to the National Bureau of Statistics of China, the country’s economy is 7 times larger today than it was 15 years ago. Chinese businesses are spreading all over the globe, and thus the spread of Chinese as a language is also far reaching. With its steadily growing economy, China is definitely not a country to be ignored.

 

4. Arabic

 

Arabic is spoken in 58 countries, by a total of 267 million people, making it the fourth most spoken language worldwide. Egypt and Iran make up the majority of Arabic users on the Internet, with 95.1 million users from these two countries alone. The Middle East and Africa are among the fastest growing regions in terms of Internet news, and 0.8% of the usage of content for websites is Arabic. As Gulf economies bring down their trade and investment barriers, the Middle East seems to be a promising destination for economic growth. In a report from the British Council, which lists the top 10 languages of the future, Arabic ranks as the second most important language of the future.

 

5. French

 

With a total of 75.8 million speakers in 53 countries, French is a very popular language today. In fact, it is estimated that around 100–200 million people also speak French as a second language. 4.1% of content on the Internet is French, and this number is increasing. In countries like Algeria, Morocco, Vietnam and Cambodia, where there is a low proficiency in English, French is particularly useful as a lingua franca.

 

A study by investment bank Natixis even suggests that, by 2050, French could be the most-spoken language in the world, ahead of English and even Mandarin.

 

6. German

 

German is spoken in 26 countries with a total of 76.9 million speakers and it’s the third most used language online. Among European countries, Germany has a very promising future. It is the largest single export market for British goods apart from the United States, and is Europe’s largest economy with a GDP of more than $3.9bn.

 

7. Portuguese

 

Even though Portuguese is spoken in only 12 countries, a very large number of people – 206 million – speak it fluently. Portuguese is 2.6% of content language for websites. In Brazil itself, there are at least 182 million Portuguese speakers. In the African continent, 13.7 million people speak Portuguese, and in Europe too, Portuguese speakers are widespread (and not just in Portugal). Portuguese is also gaining popularity in Asia due to the region’s great diplomatic and economic relations with Portugal and Lusophone countries. According to an estimate by UNESCO, Portuguese and Spanish are the most rapidly growing European languages after English.

 

8. Russian

 

Russian is spoken in 17 countries, with 103 million Internet users in Russia alone, not to mention the millions more in post-Soviet states where Russian is still widely spoken. It’s the second most used language online, displacing German. Russia is also famous for its great engineering minds and brilliant IT community, and is definitely growing in terms of global business reach and influence.

 

9. Japanese

 

Japanese is only spoken commonly in 2 countries, but the sheer numbers of people who speak it – 128 million – make it a language that should be considered for advertising campaigns. There are 114 million Internet users in Japan, having e-commerce sales in 2015 of $79.33bn; this is not surprising, considering that Japan is one of the most technologically advanced and connected nations in the world.

 

10. Hindi

 

Similar to Japanese, Hindi is only spoken commonly in 4 countries. However, due to the vast and steadily growing population, there are more than 260 million Hindi speakers worldwide. India is the second most populous country in the world and as a growing economic power and part of the BRICS countries, India is a great target market for any marketing campaign.

 

The list above should give a brief overview on which markets are experiencing tremendous growth, and which languages will benefit your campaign should you consider tapping into these markets. Remember that your own market research should come first, and your target audience should heavily influence what markets you look to break into. If you’re interested in effectively translating your marketing campaign and adapting your message to different markets, contact Textappeal, the leaders in marketing translation and transcreation.

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Textappeal’s New Business Win: Sea Life

  |   News

Textappeal are to support the SEA LIFE brand in helping to promote their ethos and enabling it to resonate with an audience across 13 markets in 13 languages

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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storytelling, travelling brand, creative translation, marketing consultancy, textappeal, cross cultural marketing

The Secret of the Time-Travelling Brand

  |   News

David Brand was in a rush to catch his Uber from the Textappeal offices in London. He planned to make a quick stop by his office to pull together a few charts with the final spending figures, followed by a late bite to eat, and hopefully a few hours of sleep before his 7:30 a.m. debrief with the CEO. A mad six months of global campaign preparation, but the finish line was in sight!

Despite Yuliya’s insistence on guiding him, he told the Languages Account Director of Slavic origin that he’d find his own way out.

She walked him to the lift and gave him a notebook with a pink cover: “For you, David. Text me if you need anything.”  “Spasio, Yuliya!” he answered, knowing it was more impactful to offer thanks in her native Russian, even though her English was perfect…

He stepped into the booth and mechanically pressed a button for the ground floor. Then something inexplicable happened, and everything went horribly wrong.

david brand using the elevator

Unfortunately David Brand fails to notice that instead of hitting “G” for the ground floor, he has accidentally pressed an unfamiliar button that says “-10,000”. The lift sails well past the ground floor, and continues on and on. A digital display above the door spins backwards from -250 then -1000, -5000. But before processing this predicament, he mindlessly checks his phone. The Uber is 1 minute away.

He feels his heart and pit of his stomach float for a few seconds before the infernal machine screeches to a halt. The overhead lights switch off. Silence. Blinking above on the display, a red display warns: -10,000. A millisecond that feels like an eon passes, and the door opens.

London has disappeared. Instead an unknown wilderness illuminated by a full moon lays before him. Instinctively, he checks his phone again. No service.

gif showing jack from Lost wakes up from the shock

As the shock recedes, he steps out of the doors and his senses adjust. A cold breeze whispers in his ear, he feels himself shiver. With impeccable timing, as if he has stepped into a campfire story, he hears a howling in the distance. Then, something else closer by…a scratching, perhaps? He nervously wonders if hungry wild animals already surround him, ready to pounce and rip him apart like a Waitrose prime beef cut.

gif with a tiger

And to think all he wanted to do was get his brand campaign translated and delivered to 110 markets, and be done with it. He remembers Yuliya had said something about stories being told in different ways, and recommended what she called “cultural validation” as if he didn’t know! Six months of market research, endless meetings with the agency…enough! The final brief was to come up with one big idea that worked everywhere: a universal story. He had spent a fortune on market research; battled with French and German operations who insisted they were “different”; been bamboozled by the law firm that had rejected 40 product names because they were supposedly already registered in places like Turkey, Vietnam or Argentina.

But now, here he is. A minor lapse in judgement and he finds himself surrounded by ferocious beasts and on the verge of dying alone, never to fly Emirates or Virgin again. If he isn’t eaten alive, perhaps he will perish from thirst and hunger, missing next week’s dinner at The Ivy without notice. It occurs to him that they wouldn’t hesitate to cancel his hard-earned table privileges over such an egregious lack of courtesy. Just before finding a mossy log to sit down on as his despair sinks in, he notices a small fire flickering in the distance. At the thought of warmth, his resolve stiffens and he makes his way towards the light.

gif showing savages dansing around a bonfire

As he approaches the fire, he sees figures huddled nearby, talking and eating. “People just like me!” he reassures himself, “but only dressed in animal skins instead of Armani suits!”  In a frantic voice, he greets the group in several languages; surely one of them must understand at least something he’s saying! “Hello! Guten tag! Moshi moshi! Privet! Tudo bom!” The group suddenly turns towards him, wide-eyed and with jaws gaping. They break into a loud babble of unintelligible cries, a clatter he can hardly recognise as a language. The tallest individual of the group swiftly moves towards him and seems to size him up. The Tall Man makes some strange, rapid gestures to the others. Then he pulls out a long, jagged flint knife that glows from being in the fire. He runs his fingers along the blade, almost exactly as David’s grandmother would when cleaning the Georg Jensen silverware. If the Tall Man is trying to say something to him, he can’t imagine that it’s friendly.

gif with a character from scary movie holding a knife

Seconds tick by as David runs through several options in his head. “Hand gestures are generally universal, right?” In a rapid succession of movements, he wildly waves towards the night sky and motions towards the wilderness in the distance. One of them sweeps his hand from one end of the crowd to the other and then points to himself again, circling his hand over his stomach while slowly explaining each gesture aloud in English.

The group looks on, mouths agape. Suddenly, the tallest warrior charges at David with several of his comrades-at-arms. They seize him and hold him aloft above their heads, marching him towards the direction of the communal fire. Just as he’s coming to terms with the fact that those gestures may have been mistaken for signals of aggression, he sees the crowd part to reveal two spits suspended over the fire: a skewered deer carcass slowly being spun over one, and the other, to his terror, unoccupied…

Seconds tick by as he runs through several options in his head. Once again, out of instinct, habit and nervousness, he looks to his phone and a single bar of service appears! Before he loses the connection, he shoots an SMS to Textappeal. “Stuck on Lvl -10,000. Pls help!” He eyes the animal-skin-clad group warily as a reply from Yuliya comes through. “On my way! Don’t say anything or make eye contact!”

An excruciatingly silent few minutes pass by until, out of the bushes, his Account Director appears. “So sorry about this,” she says, brushing a few stray twigs out of her hair. “We really need to get that lift fixed! Anyway, let’s get started.” She pulls an iPad out of her bag and begins scanning and swiping away at the screen. Just as he’s about to kindly protest that time is of the essence, her face brightens. “Aha!” Yuliya exclaims. “What we need here is a classic ‘Deus Ex Machina’ solution!”

Before the marketer can protest, she thrusts the iPad into his arms. A video is playing from his latest campaign. “Hold it up with two arms!” she commands. “This society is primarily animistic, and they will revere the light from the screen as well as from the video as being a deistic presence.”

homer simpson holdin a tablet and simulating different faces

Bathed in the glow of the screen, the group kneels in the collective presence of his brand video – a slideshow that highlights this season’s latest rack-ready fashion designs – playing on the screen. “It’s working!” he exclaims. The sartorial collection enthralls the group, as they sit cross-legged and murmur to themselves. While they tug on their own animal-skin coverings, they point to the screen in awe. When the video concludes, the tall, imposing member of the group with the flint knife approaches David Brand and his colleague. With the tip of his blade, the man points to the screen, then to his own rags, then to the marketer, and shrugs.

David and Yuliya face each other and exchange knowing smiles. By bridging this communication gap, they have stumbled upon a whole new world of potential early adopters who are clearly displeased with their own style, but are taking to the designs on the screen. He flips the iPad around and punches a quick message to his CEO. “Found an entirely new market with the help of Textappeal. Can you do a late-night briefing?”

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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.

Read More
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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Cross Cultural Childcare Landscape Textappeal

CAN A CHANGING CROSS-CULTURAL CHILDCARE LANDSCAPE TEACH US ABOUT THE MARKETS OF THE FUTURE?

  |   CultureShocks Blog

 

As grindingly hard as parenthood seems, particularly in the throes of the first weeks, it may be easier today than it has ever been. Most of us living in Europe would agree that our mothers wouldn’t recognise the parenting landscape, with its paid leave, subsidised day care and free lunch (perhaps the only stage in life when there is such a thing). (more…)

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