Rich Media Localization Lookbook for Global Brand Marketing 2014

THE 2014 RICH MEDIA

LOCALIZATION LOOKBOOK

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INTRODUCTION

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THE 2014 RICH MEDIA LOCALIZATION LOOKBOOK

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GLOBAL BRAND, LOCAL REVELANCE

A solid global brand strategy is a critical part of global success.

The best global organizations strike a balance between branding

consistency, and customizing their messaging and products to

the locale, in order to build a global community of users and offer

a better experience for their consumers in the region.








Intel Inc. Life with Joy

This humorous, animated Intel video, localized to

Thailand, works well to preserve important brand

elements while visually explaining key concepts

about all-in-one.

However, thinking local, while protecting your

global brand, is not an easy thing to do and Intel

has made a very difficult task look easy.

One way that Intel was able to do this, was by

leveraging Translation Memory (TM). TM records

translations so you can use them again in the

future – saving time, effort and money.




FAST, COST EFFECTIVE CONTENT

Keeping your globally dispersed sales teams up-to-date on new

product features and materials can be challenging, but it is

possible. Leveraging agile strategies and tools can help you

provide timely and relevant content that not only resonates, but

helps your sales teams to sell effectively.








CISCO Systems Advanced Malware

Protection Everywhere

This short product video from Cisco, leverages

recent events to apply relevance and show

application for Cisco’s Advanced Malware

Protection.

This is a great example of how considering

localization upfront and using the power of

templates, can result in fast delivery and cost

efficiency.

In the face of constant updates, faster global

delivery is something product teams can

appreciate.




BALANCE DESIGN, AUDIO AND

ON-SCREEN TEXT

When someone views your content, you want their experience

to be memorable. Otherwise, you may find your content being ignored – or

worse, forgotten. By incorporating audio, video and text, you increase the

likelihood of capturing your audience’s attention and planting your

message in their long term memory. That said, these elements add a level

of complexity during translation. Getting your language service provider’s

input, to optimize your design for localization prior to development, can

save time and money.








Juliet Zulu ISTE

This video uses voiceover and reinforces concepts

with minimal on-screen text, ensuring both

relevancy and best-cost scenario.

By eliminating the need for dubbing to match the

voiceover, or re-filming with a native speaking

actor like Juliet Zulu did, you can keep voice costs

down and increase time-to-market.

Plus, separating video components like this is a

good way to avoid having to re-engineer your

animations and audio to account for localization.

Also, be prepared to provide source files to your

language service provider to avoid redundant

work.

Last, but not least, always keep an up-to-date

version of your English script, so you don’t have to

transcribe it later when you decide to translate it.




MULTI-DEVICE

Today’s consumers have a lot of expectations. They believe brands should know who they are and what they want. The more relevant you are to your buyer, the more likely he or she is to buy – and actually recommend – your product. Technology, mobile devices and the spread of reliable internet access overseas are now offering more ways for global consumers to engage with your brand. But, that means your content needs to be localized across all of these channels to engage your emerging markets effectively.








Revelation Mobile App Localized

Revelation delivers its mobile and web apps in

multiple languages (for both iOS and Android) to

create engaging research activities that provide

a 360-degree view of consumer experiences

around the world.

You can engage your foreign markets by

ensuring your content is contextually relevant to

the market, is on-brand and gets your message

across where they are most likely to engage.

This includes social channels and mobile push

messages.

Save time by planning ahead for text expansion

and think about localization upfront. It’s always a

good idea to test your content to ensure that

your settings and fonts support the language

characters you are using.




Key Takeaways

• Build with localization in mind, by bringing your localization and development teams together early.

• Ensure that all translated content is contextually relevant and protect your global brand by getting your geos involved and by partnering with an experienced language service provider.

• Keep voice costs down and increase time-to-market by separating your music and effects tracks from the voiceover.

• Plan ahead for text expansion and test your content to make sure that your settings and fonts support the language characters you are using.






Need localization?

We can help. VIA is a trusted provider of

localization services to leading brands around

the globe including Cisco, Oracle, Nike, Walmart,

HP and more.

Get Started

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