As we all know Google has
everything. From its searcher, where you can find all you could imagine, to an operating
system of the last smartphones. They also have videos where people spend their
time losing the notion of time, and Gmail, the e-mail operated by Google. Furthermore,
we can not forget its translator, the site for translating texts into more than
80 different languages. However, almost all of its users, have been victims of
its wrong translations.
For this reason “Elan Languages”, a
less known company, wanted to challenge Google. The challenge, called “taste
the translation” consisted in a Japanese recipe translated into English by Google
translator and its own platform. Elan dared to give the recipes to a
chef in order to get them cooked by him and the results were really different.
Not only was the translation used for cooking but also Elan recruited people to
taste it.
Elan’s video showed how people reacted
with the different plates. Google’s recipe was not good enough due to the confusing
translation. It was seen in the banqueter’s faces when eating the meal. However,
Elan’s translation was totally different and people really enjoyed the dish. In
this way, Elan has demonstrated, that even when you are a small company trying
to spot your own gap in the sector, if your quality is ahead of the competition,
you will be able to succeed and become a well-known company.
Nowadays, many enterprises decide to
use the social media to make the most of their marketing campaigns so customers
can access easily from anywhere and also, have a participative opinion. It is
as well, a good way to achieve a viral publicity through social networks such
as Facebook or Youtube, so people share it on their profiles.
As a consequence, customer’s loyalty
is easier to maintain. Moreover, Elan Languages improve its brand perception in
the client’s mind.
Finally, we think that, eventually, Elan
Languages would be able to steal Google
Translator’s users.
By: Paula Jiménez de Andrare, Mónica Robledo and Lorena Sanz
Sources:http://www.adweek.com/news/advertising-branding/translation-sites-clever-recipe-taste-test-shows-how-wrong-google-translate-can-be-168170
http://l.facebook.com/l.php?u=http%3A%2F%2Flacriaturacreativa.com%2F2015%2F10%2Funa-marca-saca-los-colores-a-google-translate-con-este-experimento-culinario%2F&h=iAQEuOHR3&s=1
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