The Ethnologue Catalogue of World Languages currently lists 7,164 living languages. Surprisingly high, isn't it? On top of that, every single one has different tones, idioms and rules. In other words, no two are the same. Each culture has different perspectives on what’s engaging, funny, or even smart in their own language. So how do international brands adapt their marketing campaigns to reach all their customers?
Transcreation: where translation meet creativity
Finding the words to express a creative idea, pun or joke can sometimes be tricky and that’s where transcreation comes in. Transcreation is a portmanteau of ‘translation’ and ‘creation.’ It’s a service designed to bring your ingenious marketing or advertising copy to the next level by not only translating the words, but also adapting the message, emotions or concept so it resonates with people across languages and cultures, regardless of where they are in the world. It’s impressive stuff.
So, what is transcreation really about?
We're glad you asked. Transcreation tailors your voice and adapts your message in a clever way to reach each and everyone’s eyes and ears in their own language. To achieve this, it’s essential to get some top-notch transcreators on board who are both culturally sensitive and have great writing skills. They need to be able to pick and craft the right words (sometimes with strict character limits, if you think of a slogan for example) to convey your message and touch people’s hearts. In short: they are both translators and copywriters.
One of the key elements for a successful transcreation is a good brief: the more detailed, the better. This should contain information about your brand and its values, your service(s), the campaign and its tone of voice, the target audience, visual references, etc., in order to convey the message, but also and mainly for the target audience to feel the same emotions when reading your copy.
The result?
When you combine words and cultural sensibility, you create recognition of your idea and your brand across the world. You become memorable – and that’s what it’s all about.
Involving transcreators at the early stages of the campaign is a great way of ensuring its overall success. Our team of translators have several strings to their bows: they are linguists, writers, marketers, and also cultural consultants which means they will be by your side from the moment an idea springs to mind to the moment your campaign goes live.
Interested in learning more? See transcreation in action.
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