| Title | TASTE THE TRANSLATION |
| Brand | ELAN |
| Product/Service | TRANSLATOR |
| Category |
C05. Financial Services, Commercial Public Services, Business Products & Services |
|
Entrant Company
|
J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
|
|
Production Company
|
DPPLR Amsterdam, THE NETHERLANDS
|
Credits
| Bas Korsten |
J. Walter Thompson Amsterdam |
Executive Creative Director |
| Maarten Vrouwes/Friso Ludenhoff/ |
J. Walter Thompson Amsterdam |
Creative Director |
| Kyoko Takeshita |
J. Walter Thompson Amsterdam |
Designer/Concept |
| David Navarro |
J. Walter Thompson Amsterdam |
Designer |
| Ronald Mica |
J. Walter Thompson Amsterdam |
Designer |
| Güney Soykan |
J. Walter Thompson Amsterdam |
Designer |
| Linda Jansen |
J. Walter Thompson Amsterdam |
Concept Producer |
| Stephanie Ruitenbeek |
J. Walter Thompson Amsterdam |
Screen Producer |
| Stephanie Ruitenbeek/Mariska Fransen |
J. Walter Thompson Amsterdam |
Producer Post Production |
| Maarten Groen |
Dpplr |
Director |
| Amber Akkermans |
Dpplr |
Producer |
| Mick Dantzig |
Freelancer |
Dop |
| Wouter Abbestee/Chee-han Wong |
Freelancer |
Editor |
| Ruben Labree |
DPPLR |
Editor |
| Jacco Lenstra |
Studio Alfred Klaassen |
Sound Design Arrangement |
Brief Explanation
ElaN Languages is a great online translation tool but not as well known as it should be. People are unaware of ElaN’s quality, since almost everyone uses Google Translate. To prove that one online translation tool works better than the other, we put them both to the test. We translated a Japanese recipe both with ElaN and with Google Translate. A chef prepared the two translated recipes and we served the dishes to passers-by. The outcome was clear: ElaN translated a far tastier dish than GT. We posted the Japanese recipe and a call to action. The campaign ran online.
Results and Effectiveness
With the test results being extremely positive for ElaN and the video being shared on social media, a lot of consumers were made aware of the inaccurate translations generated by Google Translate and ElaN’s status as a superior translation tool.
Creative Execution
To prove that ElaN offers a better tool than Google, we put both tools to the test: a tasting test. We translated a Japanese recipe both with ElaN and with Google Translate. A chef cooked the two translated recipes and we served the dishes to blindfolded passers-by. The outcome was clear: ElaN translated a far tastier dish than Google Translate. We filmed this test, posted the video on social media and used it as an IDM along with the original Japanese recipe and a call to action for people to copy the recipe and go try it themselves.
Insights, Strategy and the Idea
The ElaN ‘Taste the Translation’ test was useful for anyone who uses an online translation tool. It was an eye-opening and joyful campaign to illustrate the importance of a good online translation tool. To prove that ElaN offers a better tool than Google, we created a test to let passers-by experience both tools by translating a Japanese recipe with both ElaN and Google Translate. A chef cooked the two translated recipes and we served the dishes. The outcome was clear: ElaN translated a far tastier dish than Google Translate. We filmed this test and posted the video on social media.