Right Brain, Left Brain Blog

77 posts categorized "Culture Shocks"

28 July 2017

Online Video Ad of the Week: Fido 'Who Am I? #GoGetProud' (Canada)

Fido

What happens when perceptions of sexual and gender identity are put to the test?  

As a partner to Pride across the country, Canadian telecoms provider Fido, along with ad agency TAXI, invited a bunch of people to play a game of 'Who Am I?' to find out...  

The film speaks for itself so check out how the game went down by watching the full video:

Continue reading "Online Video Ad of the Week: Fido 'Who Am I? #GoGetProud' (Canada)" »

05 May 2017

5 Steps for a Smashing Localized Marketing Push

Cross cultural marketing campaigns

Breaking into international markets is a tricky business. Everything from the messages you translate to the colours used in a campaign need to reflect extensive research of a culture, its history, and its lifestyle habits.

Here are 5 steps to making sure you nail your overseas efforts.

 

1: Create a Campaign Brief

This should include research into the market and specifically:

- The target audience’s defining attributes

- Territories your brand aims to target

- Languages in which materials will be translated

- The tone and characteristics of marketing materials

- Overall campaign goals

 

2: Research Cultural Specifics

Intimate understanding of a culture is vital to a successful campaign. Be sure to uncover a region’s:

- Lifestyle habits

- Societal values

- Colloquialisms

- Regional symbols

- Weather patterns

- Geographic challenges

- Political tensions

- International relations

- Anything else that helps you better understand the area

 

3: Clearly Communicate Intent

In order for messages to make impact, materials must be transcreated to keep intent intact. Be sure to localise:

- Campaign messages

- Branding images

- Blogs an articles

- Website materials

- Any other content that may be implemented

 

4: Use the Right Channels

Not all regions use the same social media platforms or search engines. Understand how to properly reach digital audiences by:

- Researching popular social media platforms in the region

- Finding out which search engines are most widely used

- Studying the best practices for those platforms

 

5: Work with Professionals

For transcreation to be successfully implemented, hiring an experienced agency is advised. Ensure that the firm you select:

- Caters for the language you are converting materials into

- Has a history of success

- Has experience with your specific industry

- Is able to transcreate marketing copy, video content, and audio formats

 

 

21 April 2017

Why the Pepsi ad could end in triumph

A truism that pervades our industry is that the worst thing that can happen to your work is not to have it hated, but to have it ignored.

Well, I hope this thought is keeping the Pepsi team warm tonight, because it’s probably the only morsel of comfort to be found in the wreckage of their latest ad and flames of mockery that have engulfed it.

To be fair I guess they can also take heart in the fact that they did indeed manage to unite people – just like they said they would – it’s just a shame that the common ground they provided was at their expense.

There probably hasn’t ever been an ad storm quite like this, but the closest parallel that comes to mind is the infamous Protein World scandal from 2015. And this should make us pause for thought. For Protein World’s campaign was not only hated; it was incredibly successful, garnering £2 million of sales for the small brand in a few short days. Could the same reward befall Pepsi?

The short answer is… probably not.

The two scenarios aren’t really analogous, since Protein World chose a particular side of an argument, and simply defended it to the hilt, thereby attracting hate from one faction but fandom from another. Pepsi on the other hand also chose a particular side in the culture wars, but it is this side that has turned against it the most viciously, with the protesting classes voicing deep offence at the work while the other side of the aisle simply shake their head incredulously. In other words, at least some people were on Protein World’s side – Pepsi on the other hand has no one.

That said, if hatred is better than indifference, then there should still be glimmers of hope to be found for the brand. So here are three reasons to be (sort of) cheerful…

Continue reading "Why the Pepsi ad could end in triumph" »

22 November 2016

Business Etiquette Across the Globe: How to Navigate the Culture Shock

Culture shocks from around the world

The world continues to become a smaller place as digital technologies transcend oceans and dissolve boarders, allowing corporations to forge international relationships and partnerships that would otherwise go unformed.

These modern-day miracles do not come without their complications, however, as business etiquette can greatly differ from region to region. Culture shocks from around the world can often lead to potential business associates embarrassing themselves and outright botching deals.

These mistakes come in many forms, whether it be an improper greeting, social media conundrums, or inadvertently disrespectful marketing materials; this makes it vitally important to have a keen understanding and perception of local business customs.

In an effort to help business leaders avoid succumbing to cultural formality mishaps, here are some of the most prominent business culture shocks from around the world.

Continue reading "Business Etiquette Across the Globe: How to Navigate the Culture Shock" »

13 May 2016

Ambient Ad of the Week: PETA 'Behind the Leather' (Thailand)

In the charity sector, many approaches are taken in order to get a hard-hitting message across. The latest effort from PETA Asia is something quite extraordinary. 

Working with Ogilvy & Mather, PETA set up a pop-up store in one of Thailand's hippest shopping centres. The twist? Shoppers were shocked to find a little more than they bargained for when browsing the latest exotic-skins bags, belts, jackets, gloves and shoes...

*WARNING* Do not watch the following video if you are squeamish or eating while you read this!

15 February 2016

Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner

All in all, Super Bowl 50 was probably not the best year for creative, but one campaign stood out head and shoulders above the mass of mediocrity.

The annual sporting extravaganza yet again served up some of the highest budget campaigns of the year, with brands vying to compete for the attention of a worldwide audience. Overall, humour and celebrities were the core themes of the day, but despite brands forking out a record $5 million for a 30-second spot at the big game, the quality of creative left a lot to be desired.

While various companies had their own scoring systems – from social buzz to video virality and brand sentiment – there was one ad in particular that beat its rivals by capturing a key marketing quality that stands for something much bigger in the long-term – and it was the ad that most resonated with me.

Continue reading "Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner" »

11 December 2015

Ballsy Campaign of the Week: Wieden+Kennedy ‘Give a F**k’ (Global)

Fk 2

It’s always going to be a risky move in ad land when it comes to using ‘bad’ words, but hats off to Wieden+Kennedy Amsterdam for taking the brave step and transforming the four-letter ‘F’ word into a force for good this festive season.

By harnessing the power that a single four-letter word has to offend, excite and provoke, the agency is putting the word at the heart of its efforts to encourage the global public to actually ‘Give a F**k’ and purchase limited-edition artworks to raise money for the refugee crisis.

‘Give a F**k’ is a charitable platform that aims to encourage people to take action and connect the creative community with social causes. The initiative has been launched by W+K Amsterdam in partnership with more than 60 talented artists from across the globe, asking each to create and donate artwork that represents or features ‘a f**k’. The result is more than 100 limited edition artworks from varying mediums, which are being sold in aid of Proactiva Open Arms – the lifeguards at the frontline of the refugee crisis.

Continue reading "Ballsy Campaign of the Week: Wieden+Kennedy ‘Give a F**k’ (Global)" »

10 September 2015

How Air France took the little prince to the skies

Lepetitprince 6

Lie-flat business class seats. First class compartments with en-suite showers. Gourmet meals. Bottomless champagne. Most airlines know that business travelers are essential to their bottom line. Therefore, most brands make smart investments in cabin comfort in order to stay competitive. But is it smarter to also reach out to a wider section of customers, even those who rarely (if ever) pay for a seat? Since airlines usually operate under thin profit margins, marketing teams must think creatively. Appealing to the culture of a particular customer through savvy social media engagement is one way to promote a brand.

Take Air France as an example. In a whimsical campaign earlier this summer, Air France reached out to its youngest flyers so they could help the airline promote a new partnership. The French flag carrier asked kids to draw pictures on a theme devised to celebrate the release of Mark Osborne’s film The Little Prince—a story based on the 1943 novella of the same name by the famous French writer and aviator Antoine de Saint-Exupéry.

The theme titled, “draw me The Little Prince and an airplane,” let children submit their artwork to Air France in exchange for the chance to win prizes. The airline then promoted its new cadre of young artists by posting their artwork in response to customer questions on the Air France Twitter account.

Continue reading "How Air France took the little prince to the skies" »

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