Translated was born towards the end of 1999, from the desire of a linguist and a computer expert with an initial investment of about US$ 100, which was used for purchasing an internet domain and the space to enter the first business proposals.
Made up of passionate linguists, computer gurus, and professionals in the human resources and business processes fields, Translated boasts today 46,500 translators and 11,400 customers who renew their confidence every day. We are a portal that deals with translations from any language into any language and involves a team of tens of thousands of professional translators working online from their home country, using an Internet connection.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
The ultimate goal of Translated is an illustrative video, a "HOW IT WORKS" (please refer to Step 8 for precise examples of what we mean).
In this tender, we are not requesting from the creatives a video as such, but the production of illustrations that should serve as its inspiration and building blocks for an ensuing video animation.
The illustrations should explain each of the 5 points below.
Each point should be ideally expressed in two or three different frames (even if very similar).
The desired result shall be an illustrated storyboard of Translated operations.
Illustrate the points hereunder:
1. Our translators.
You shall enjoy an extremely broad selection of translators, all native-speakers and immersed in their culture.
All reside in their country of origin, in 110 different countries worldwide. Working from their preferred location just using an internet connection.
2. Translator selection.
Our software selects the most appropriate translator for every project.
The software searches our entire online database, where each translator is evaluated in terms of quality, abilities, and fields of specialization.
The most appropriate translators for the project are identified and contacted to assess their availability.
3. My Memory.
The translators are supported and their productivity increased through a software solution we provide, which consolidates the translation memories of many similar translated documents.
My Memory searches the web for identical texts and supplies them to the translator as a support means and to reduce its effective translation time.
4. Text revision.
Text revision occurs in two stages: An initial draft, provided by a first translator, is submitted for review to a second professional, which shall introduce all necessary corrections. Last step called Quality Control.
5. Payment methods.
Occurs only after delivery and review. This is relevant because we are the only online translation company to allow payment after delivery whereas all our competitors require pre-payment.
The illustrations should convey the idea of a simple process overall, although its steps may entail certain complexity.
The information shall be presented in a didactic and logical way, allowing for as much design creativity as possible. :)
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Because these services are provided at a low cost relative to the output quality. Because payment is only required after delivery.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
For your information and interest:
The video (once completed) shall be placed on the homepage, just below the grey logo, and instead of the current "3 Great Reasons to Choose Us" text.
For more information about our operational technology please visit:
http://www.translated.net/en/technology
http://www.translated.net/en/T-Rank
The following sites hold examples of the videos we shall produce using your illustrations:
http://www.dropbox.com
http://www.groupon.com/about
NOTE!
It would be highly appreciated if the creative indicated whether he/she could also undertake the ensuing video production task for us to eventually assign it to the successful bidder (obviously with an additional and separate budget).
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
