The customer
The customer is a multinational corporation headquartered in Connecticut, listed on the New York Stock Exchange and present in Italy since 1963.
Overview of the project
The customer requested Italian-to-German transcreation for 8 visuals to be used in promotional campaigns for one of its flagship products in the Trentino-Alto Adige region, where German is widely spoken.
Work team
For the customer, we provided
- 2 native German-speaking transcreators who are experts in marketing and communication
- 2 project managers to oversee the project
Challenges
The main challenge was to create messages in German that stayed true—content wise—to the original Italian text, while also being effective and engaging for the new audience and setting. Creativity played a key role in achieving this.
Solution
To ensure the customer’s requirements were met, ArKadia Group proposed the following approach:
- An initial brief between ArKadia and the project lead to explore where the text would be used and what its aims were, and to establish guidelines to follow throughout.
- The creation of multiple translations for each visual, produced by the two transcreators.
- Back-translation, i.e. translating the German-language solutions proposed by the transcreators back into Italian. The purpose of this stage was to provide stakeholders who did not understand the target language with a tool to evaluate the proposals.
- A set number of re-workings of the solutions proposed based on feedback received from the customer after delivery.
Once the job began, we agreed with the customer to deliver 2 of the visuals to start off with. For each of these, we provided 4 proposals transcreated by the two different linguists.
After delivering these, the customer specified which of the 4 proposals best satisfied their needs and expectations, while also sharing feedback on certain key points in the translated texts. The customer’s comments were then passed on to the linguists, who fine-tuned the 2 German-language visuals to bring them perfectly in line with what the customer’s representative had stipulated.
Once this first cycle was complete, and using our understanding of the essence and aim of these campaigns gained during this initial phase, we proceeded to transcreate the remaining 6 visuals.
Result
The customer was delighted with the work produced and confirmed that they would turn to us again for similar projects in the future.
