Knowing the brand and knowing the product
Knowing the brand and knowing the product
This sounds obvious when thinking about local businesses. If you own a burger place, you know your customers and probably know which burger gets ordered and when, what kind of offer gets people through the door and which are the products you want to push on a Friday night when things get busy. You wouldn't suddenly decide that every customer should eat the same meal just because it makes the preparation easier. Why not apply this to advertising? You probably have all the data needed!
Advertising at a larger scale sometimes loses that common sense.
For us, localisation is much more interesting when it goes beyond translating the words. The burgers shown and to which customers should be different because it's the product that sells best in that region at a certain time so the offer needs to change accordingly. The opening shot can feature something people in that region actually recognise.
Making your creative work across markets is dictated by the data. That is one of the reasons we spend so much time thinking about creative systems at VeeDee. Everything stays on-brand, the colours, the typography the logo all perfect yet the content is localised, targeted at the right customer.
If every variation requires someone to open a project, replace a few pieces, render it and start the next one, localising properly becomes expensive very quickly. But if the system already understands the markets, products, offers, languages and creative rules, you can make the adaptations much more deliberately.
The end result shouldn't look like 500 versions of one advertisement. It should look like one brand that understands where and whom it is advertising to.
A burger place in London and a burger place in New York are both making burgers, but that doesn't mean they should be selling it in exactly the same way. Here's why we think that:
This sounds obvious when thinking about local businesses. If you own a burger place, you know your customers and probably know which burger gets ordered and when, what kind of offer gets people through the door and which are the products you want to push on a Friday night when things get busy. You wouldn't suddenly decide that every customer should eat the same meal just because it makes the preparation easier. Why not apply this to advertising? You probably have all the data needed!
Advertising at a larger scale sometimes loses that common sense.
For us, localisation is much more interesting when it goes beyond translating the words. The burgers shown and to which customers should be different because it's the product that sells best in that region at a certain time so the offer needs to change accordingly. The opening shot can feature something people in that region actually recognise.
Making your creative work across markets is dictated by the data. That is one of the reasons we spend so much time thinking about creative systems at VeeDee. Everything stays on-brand, the colours, the typography the logo all perfect yet the content is localised, targeted at the right customer.
If every variation requires someone to open a project, replace a few pieces, render it and start the next one, localising properly becomes expensive very quickly. But if the system already understands the markets, products, offers, languages and creative rules, you can make the adaptations much more deliberately.
The end result shouldn't look like 500 versions of one advertisement. It should look like one brand that understands where and whom it is advertising to.
1 Guest(s)
1 Guest(s)