Tue, 06 Apr 2021 16:30:00 GMT
When asset management firm, Vanguard needed to prepare a new multichannel campaign to promote its Advisor Support service in Germany, they commissioned LEAP to provide localisation and artwork versioning services.
LEAP’s Language and Culture team worked closely with Vanguard’s European headquarters in the UK, its advertising agency, and the client’s German office. A key challenge would be to maintain the balance between campaign and brand cohesion across all markets while ensuring that the marketing materials were specifically localised for the target audience.
To raise awareness of their specialised investment services, platforms and literature, Vanguard’s agency created a comprehensive brochure, video, digital banners and a press ad for the UK market. Vanguard’s German office would need versions of these materials to speak to their local audience. A simple translation would not be sufficient; deeper insights and transcreation would be necessary to ensure effectiveness in the local market.
LEAP’s transcreation account managers organised their in-market experts to provide localised copywriting and proofreading. Specialist experience within the finance sector, as well as local-market expertise, ensured effective transcreation of the client’s written text in across the multiple marketing channels.
The investment habits of customers in the German market were revealed to be different from those in the original UK market. Localised marketing content would need to emphasise particular services in the target markets in line with these findings. These differences affected the artwork as well as the copy, so LEAP’s artworkers adapted graphic elements and reshuffled the brochure’s page order accordingly. LEAP’s digital designers worked with the transcreated copy and artwork guidance to create digital banner ads for Germany.
Tight timings meant that LEAP needed to work on the German versions before the British marketing materials had been finalised. LEAP’s integrated production teams worked efficiently to guarantee that all campaign assets had final approval from key stakeholders across both markets and would meet delivery deadlines.
LEAP is the leading independent creative production specialist in the financial services sector and continue to provide integrated production services to Vanguard.
Categories: Investment, FinanceLEAP, Tue, 06 Apr 2021 16:30:00 GMT