| 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 |
The Brief
ElaN Languages provides a great online translation tool, however it’s not as well known as it should be. Not many people are aware of the quality of ElaN, since almost everyone uses Google Translate. What better way to prove that one online translation tool works better than the other by putting them both to the test: a tasting 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 Google Translate.
Campaign Success
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 prepared the two translated recipes and we served the dishes to passers-by. The outcome was clear: ElaN translated a far tastier dish than Google Translate. We filmed this test and posted the video on social media, along with the Japanese recipe and a call to action for people to go try it themselves. The campaign ran according to plan and was not changed at any stage.
Describe the success of the promotion with both client and consumer including some quantifiable results
People were genuinely surprised by the difference in the quality of translation of the two different tools. We received a lot of positive feedback on social media (Twitter and Facebook), and some people even sent us a personal e-mail saying they enjoyed the video and even tried the experiment/making the recipe themselves.
Explain why the method of promotion was most relevant to the product or service
ElaN Taste the Translation is appropriate to Promo and Activation, because it activates consumers to put it to the test themselves. Use ElaN instead of Google Translate since the test/experiment showed that ElaN provides a more efficient translation tool and therefore gives the user better results than Google Translate.