Berlin Transcreated: Adapting the Voice of Berlin’s Public Transport for International Passengers at Speed

Track: Engage Global Users | EG9 |   Intermediate |
Thursday, July 30, 2020, 3:00am – 3:30am
Held in: Main Auditorium
Presenters:
Christian Artopé - GUD.berlin GmbH 
Frances Provine - Supertext

Berliner Verkehrsbetriebe (BVG) is known for its refreshingly honest customer communication about public transportation in the German capital. Its humorous, dry voice has been carefully cultivated — and capturing this in another language for international passengers takes just as much effort, but with much less time. So how does it manage its transcreation process? In this presentation, Supertext and BVG’s marketing agency, GUD.berlin, dive deep into the creative process behind the BerlKönig branding campaign and how to achieve witty transcreations under tight deadlines.

Takeaways: Attendees will get answers to questions such as what does a professional transcreation process look like for marketing teams? What is critical to crafting creative translations under tight deadlines? What factors affect transcreation quality?