Is transcreation really more beneficial than traditional translation? You invested so much into your original marketing copy, why spend more? If you find yourself asking these questions, we understand. Transcreation is a commonly underestimated marketing tool that actually has incredible potential.
Transcreation is more than transposing your marketing copy into German. Accurate translation is a prerequisite for transcreation. Your marketing material has been created for the specific needs of your original geographical target market, so too should your German content be recreated for your new audience.
Just as the grandfather of advertising, David Ogilvy himself said:
“Advertisers who ignore research are as dangerous as generals who ignore the signs of the enemy. “
Transcreation is, in many ways, more complex and difficult than the work of a traditional copywriter; such a high degree of intercultural competence is required to successfully recreate the intended impact of your brand’s marketing content in both a new language and a new cultural context. This process should never be considered ‘supplemental’ to your marketing strategy.
Since 1969, BMW has used the tagline “Freude am Fahren” in Germany.
The English translation of this is “Pleasure in driving”.
Would this be as effective as “The Ultimate Driving Machine”?
This is what transcreation is all about- knowing what works.
Take this example:
A 100 word press ad from English into German:
Literal 1:1 Translation: approx €40.00
Expert Transcreation Process: up to €240
Now consider that the cost for a single-page ad in a leading German newspaper is upwards of €75,000.
Is it worth wasting €75,000 just to save €200?
Contrary to popular belief, transcreation is not just for creative copy. Transcreation is invaluable to any content that reflects your corporate identity. When deciding whether your text should be transcreated, the question you need to ask is:
“Does this impact our brand image?”
Social Media Posts
Marketing Segments within technical texts
And many more…
What if your text has both technical and marketing components? No need to panic! Our collaborative team of linguists always have your final product in mind. For technical translations, orders can be divided between specialised technical translation and German focused transcreation to give you the best of both, providing impeccable accuracy and marketing flare.
Hans & Jos. Kronenberg GmbH
Petroleum (Luxembourg) S.A.
AOS - Design
FRITZ EGGER GmbH & Co. OG
Hörburger AG Control Systems
Schauenburg International GmbH
LAMESCH Exploitation s.a.
Ruhfus Systemhydraulik GmbH
RWG Germany GmbH
Mercuri Urval Germany
Borries Markier-Systeme GmbH
Dr. Aline Lenzing
Klaus Kuhn Edelstahlgießerei GmbH
Domaine des Grottes de Han
Aurélie Lo Monte
JAB TEPPICHE HEINZ ANSTOETZ KG
B&W Energy GmbH & Co. KG
Knauf Shopping Centres
Lohenner GmbH & Co KG
VIGAN Engineering S.A.
Geschäftsführer DR. KEDDO GmbH
KLW Wärmetechnik GmbH
Theo Klein GmbH
oelenheinz + frey Werbeagentur GmbH