The Multilingual Digital World Dublin, November 19th 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?

1

Today’s Global Environment

Multilingual global markets

Atomised media

Continuous two-way communication

Multitasking prosumers

Shrinking budgets

2

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.

3

Tradition-free products communication

Requires less cross-cultural adaptation

More cross-media co-ordination

Allows for greater content sharing through modern technology

4

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)

5

Examples: Beck’s Exotic Beach

VIDEO

6

Beck’s Italia

7

Beck’s UK

8

Peroni Nastro Azzurro Italy 2003

VIDEO: Blonde woman

9

Peroni Italy 1999

VIDEO: Blonde woman everywhere

10

Peroni Italy

11

Peroni Italy

12

Peroni UK

VIDEO: Paint

13

Peroni World Wide

14

Nescafè Italy - Cappuccino

VIDEO

15

Nescafè Italy – Brunch

16

Lavazza Italy 2002

VIDEO: Heaven

17

Lavazza.com

18

Lavazza Calendar

19

Nescafe UK 2003

VIDEO: Coffee Good morning

20

Nescafe UK 2003

VIDEO: Flatmates

21

Nescafe.com

22

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.

23

Contact Details

Mario De Bortoli & Jesús Maroto

Localisation DepartmentCupola House, 15 Alfred Place, London WC1E 7EB, UKTel: +44 (0)20 7257 9884 & 9877Email: mario.debortoli@eurorscg.co.ukEmail: jesus.maroto@eurorscg.co.uk

24