MARKET LOCALIZATION
Adapting Campaigns for Quebec
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In instances where a national campaign is appropriate for the Quebec market, it still requires thoughtful localization. Sometimes, the cultural references, idioms, and creative nuances that resonate in English Canada don’t translate directly to the French-speaking Quebec audience. In these cases, we employ transcreation: going back to the core of the creative brief and reimagining the concept in a way that uniquely appeals to Quebec consumers.
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Localization can also mean adapting a campaign so that it feels tailored to the Quebec audience while maintaining the essence of the original. This might involve using a well-known Quebec spokesperson, incorporating locally relevant music, or weaving in cultural references that resonate more deeply with the Quebecois identity.
Of course, language localization is also crucial. This means more than just translating words; it’s about ensuring that the French used is authentic to Quebec, free of errors, and aligned with local guidelines. Every touchpoint, from websites and social media posts to email newsletters, needs to reflect this attention to detail. Ultimately, the success of a campaign in Quebec hinges on these nuanced adjustments that show a deep respect and understanding of the local culture.
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