Lifecycle Comms

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      Client
      Subway
      Craft's Role
      Consultation & Transcreation
      Industry
      Consumer packaged goods
      Location
      EMEA
      Agency / Partner
      MRM, Craft
      How we delivered a successful multilingual execution for Europe.
      What we did

      We adapted Subway’s UK-centric Lifecycle Comms campaign into a successful multilingual execution for European markets.

      How we did it

      When the client came to us with the project, we found a UK-centric campaign with imagery and copy which didn’t consider adaptability for European markets. The linguistic complexity and creative nature of their marketing messages required a more extensive language service or transcreation. The main challenge was character restrictions within banners and text expansion for languages like German and Dutch. Our expert Craft linguists immediately spotted the incompatibility and working in close collaboration with the local market approvers we were able to adapt global masters by changing product imagery in conjunction with effective transcreation to reflect local nuances.

      Craft Worldwide

      The creative nature of transcreation: Understanding the linguistic complexity of Subway’s marketing messages was key to its campaign success.

      Two posters - both with a German headline pointed to by a yellow arrow, accompanied by images of Subway sandwiches filled with chicken, lettuce, and tomato and ham, cheese, and salad, respectively.