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The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

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Page 1: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

The Multilingual Digital World Dublin, November 19th 2003

LRC Conference

Page 2: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

#1 Global Interactive Agency Network (Adweek 2002), represented in every major market in the world.

Core Competencies Digital Marketing & Advertising Strategy Creative Development: site build & design         Localisation & HCI consultancy Content Management System Consultancy

Focus We deliver locally relevant branded customer experiences and relationships through an innovative union of creativity and technology.

Who are we?

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Page 3: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Today’s Global Environment

Multilingual global markets

Atomised media

Continuous two-way communication

Multitasking prosumers

Shrinking budgets

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Page 4: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Tradition-free vs. Culture-bound Products

We will analyze a few brand communications to understand the difference between Tradition-free (global) products, and Culture-bound (local) products.

Tradition-free products can be identified with technological, scientific or financial products, whose main selling points are based on performance.

Culture-bound products are those deeply rooted in national, local or sub-cultural traditions. Food, entertainment, lifestyle some sports, travel, etc.

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Page 5: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Tradition-free products communication

Requires less cross-cultural adaptation

More cross-media co-ordination

Allows for greater content sharing through modern technology

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Page 6: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Culture-bound products communication

More glocal approach

Addresses the local traditions or exploits local perception of foreign products (tourism, coffee, beer)

Imaginative ways to position a product as a new tradition which fits in the local culture (Nescafe Brunch)

Clear divide between the global brand values and their local declination (Coca-Cola, McDonald’s, Lavazza calendar)

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Examples: Beck’s Exotic Beach

VIDEO

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Beck’s Italia

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Beck’s UK

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Peroni Nastro Azzurro Italy 2003

VIDEO: Blonde woman

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Peroni Italy 1999

VIDEO: Blonde woman everywhere

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Peroni Italy

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Peroni Italy

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Peroni UK

VIDEO: Paint

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Peroni World Wide

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Page 16: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Nescafè Italy - Cappuccino

VIDEO

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Page 17: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Nescafè Italy – Brunch

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Page 18: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Lavazza Italy 2002

VIDEO: Heaven

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Lavazza.com

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Page 20: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Lavazza Calendar

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Nescafe UK 2003

VIDEO: Coffee Good morning

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Page 22: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Nescafe UK 2003

VIDEO: Flatmates

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Page 23: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Nescafe.com

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Addressing budgetary restraints

Sharing creativity, texts and translations across media and markets Off-screen voiceovers rather than dubbing Content-management devices Translation memory tools Embedded streaming video in online ads Centralised global creativity, with culture-aware creative teams

and trans-creators.

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Page 25: The Multilingual Digital World Dublin, November 19 th 2003 LRC Conference

Contact Details

Mario De Bortoli & Jesús Maroto

Localisation DepartmentCupola House, 15 Alfred Place, London WC1E 7EB, UKTel: +44 (0)20 7257 9884 & 9877Email: [email protected]: [email protected]

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