Luxury Brand Marketing for Global Automotive Campaign: Case Study
Client Industry:
Advertising/Marketing (Automotive Sector)
Project Overview:
Paragon partnered with a luxury automaker to provide comprehensive language support for an international marketing campaign. The project involved transcreation, cultural and linguistic analysis, localization, voice-overs, and QA testing across multiple languages. The scope included marketing materials like sales aids, print ads, and radio commercials, with weekly and monthly requests for up to eight languages at a time.
Languages Involved:
Arabic (Saudi Arabia), Chinese (Taiwan), English (Australia), French, German, Japanese, Korean, Polish, Portuguese (Angola; Brazil), Russian, Spanish
Project Duration:
2+ years
The Challenge:
As the luxury car manufacturer prepared to launch a global marketing campaign, they faced a major challenge: they needed consistent, culturally relevant translations across a wide range of languages and regions. The campaign started with a focus on six European markets, but the client quickly expanded to 20 additional markets due to the success of the initial work. The challenge was not only translating the content but also localizing it to meet the specific needs of different countries and cultures.
For instance, content needed to be tailored specifically for Portuguese-speaking markets like Angola and Brazil, or Arabic-speaking regions such as Saudi Arabia. The client also needed consistent messaging that could resonate globally, across all targeted markets, while maintaining the luxury brand’s tone and positioning. This required a vendor with deep expertise in marketing localization and the ability to handle a complex, long-term campaign that spanned multiple languages and regions.
The Solution:
Paragon assigned a senior project manager to oversee the entire project, ensuring continuity and a deep understanding of the client’s goals and evolving needs. From the outset, Paragon played a key role in shaping the campaign’s content, performing a comprehensive Cultural and Linguistic Analysis to ensure the English-language source materials were clear and adaptable for translation. This process flagged idiomatic expressions and complex language that could be difficult to localize, allowing Paragon to refine the content before the translation process even began.
Once the content was prepared, Paragon’s team of linguists and localization experts worked to ensure that each translation maintained the brand’s luxury tone and message while adapting to the cultural context of each target market. The work included:
Localization of iPad apps, marketing materials, and signage
Transcreation of slogans and taglines to resonate in different cultures
Time-coded voice-over recordings for iPad apps and commercials
Translation and adaptation of letters to international automotive industry leaders
Cultural analysis and editing of English content to ensure global consistency
This rigorous process allowed the client to extend their marketing campaign across Europe, Asia, and South America, delivering a tailored experience for each region while preserving the essence of the luxury brand.
The Results:
Over the course of more than two years, Paragon successfully localized marketing materials for the luxury automaker’s campaign, expanding their reach to over 20 international markets. The client was impressed with Paragon’s ability to manage the linguistic and cultural complexities of a global campaign while maintaining consistent, high-quality messaging across multiple languages.
By localizing content effectively and ensuring cultural relevance, Paragon helped the client create brand advocates worldwide. The campaign’s success solidified the client’s presence in key global markets and reinforced their position as a leader in the luxury automotive sector.
Paragon’s support played a crucial role in the seamless execution of the campaign, allowing the client to confidently market their products across diverse regions, knowing that their messaging would resonate with each audience. The ongoing partnership between Paragon and the client continues to evolve, with future projects already in the pipeline.
