Translation, localisation and transcreation services are three different services offered within the translation industry. When hiring a professional company to provide translation or transcreation services, it is important to discuss your specific goals and requirements. If you are launching an international or multilingual marketing campaign, we advise opting for transcreation services over a more literal translation.
Transcreation, also known as creative translation, is a high-level type of translation combined with copywriting, ideal for international marketing campaigns. A text or slogan is transcreated into a new language in a way that captures the meaning and intent of the message.
Experts offering transcreation services should consider the local context and the business needs of the campaign. Good transcreation examples have accounted for local history, culture, and folklore, as well as metaphors and idioms of the target language. It is important to think about and address unique references that are recognizable to the original audience but may not be clear to the target audience.
One successful transcreation example comes from the Pixar film Inside Out. In most versions of the film, the vegetable that baby Riley dislikes is broccoli, but in Japan, broccoli does not have a negative reputation amongst children; the Japanese version of Inside Out depicts baby Riley disliking green bell peppers. This small change conveys the same message to the audience, but in a local context.
Poorly transcreated marketing materials can be disastrous for a marketing campaign. There are plenty of transcreation examples where companies failed to invest in transcreation services. This always led to poorly executed and embarrassing marketing campaigns.
In short, professional transcreation services can help you achieve the intended communication goals in new markets. You also need to consider the complexity of your content and differences in original and target audiences when choosing the services that are most appropriate for your project.
Your carefully designed product deserves a marketing campaign that will get a positive reception from the target audience. Don’t let your entry into new international markets become as iconic as some of the transcreation examples mentioned above.
Our experts offer professional transcreation services at affordable prices. We have transcreated documents and campaigns for many global brands. Your partnership with Renaissance Translations comes with professional memberships such as ATC and LSP Partner Programme. We can also guarantee to meet any tight deadline placed on us. Contact us to find out how our transcreation services could benefit your marketing campaign.