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Focus Advertising
Focus Advertising

The document outlines an advertising campaign for Kulak University Kortrijk's new translator and interpreter education program. The campaign aimed to show young people ages 18 that human translation is still relevant in the age of machine translation. It created a series of videos and a social media campaign around the hashtag "#icantranslateitbetter" to showcase errors in Google Translate and encourage engagement with the university's program. The low-budget campaign was successful in reaching over 750,000 people, generating website visits and inquiries to the translation program.

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#datvertaalikbeter
advertising Briefing : Boost Kulak University Kortrijks new translator and interpreter education program. No clich辿s Tap into the students social networks to spread the message Authentic and home-made feeling (dont come across like an advertising agency) Limited budget Target: West-Flemish 18-year-olds still deciding what they are going to study Language teachers and parents
advertising Problem : Young people dont understand the need for human translators in an era of computer translations. How can we make them see that translating and interpreting are still very relevant skills?
advertising Idea :
advertising Execution: We opted to forego the traditionally bland program brochure and instead decided to make a series of brief videos that alluded to the popular What if television program, here based on the premise What if we only had Google Translate?. To make our campaign feel real, we chose influential students with big social networks as our actors. Our videos were produced by both the students and the universitys IT depart- ment on a limited budget, but despite these limitations, we maximized our reach through the student populations social networks.
advertising We also wanted (future) students to experience how limited computer translations really are on a practical and profound level. #datvertaalikbeter (#icantranslateitbetter) was created to tag funny Google Translate errors, and all content with this tag from Twitter and Instagram was collected on our online hub datvertaalikbeter.be. The content we wanted as created by the students! Our bait was the opportunity to win a custom t-shirt with the most popular bad translations on it.
advertising It was easy to warm journalists to the story, as they are also keenly aware of how awful Google Translate can be. We sent out press clippings translated by Google to the regions biggest newspapers (Het Laatste Nieuws and Het Nieuwsblad) as well as the regional television station (Focus WTV).
advertising Results: 750,000 PEOPLE REACHED 64% of which were 18 to 24 years old. 216,000 FACEBOOK VIDEO VIEWS 70% of which were organic. 21,000 USERS engaging with our content. 400 INQUIRIES into Kulak Kortrijks translator and interpreter program, resulting in a 2.25 cost per lead. 5,000 VISITS to our datvertaalikbeter.be hub.

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#datvertaalikbeter

  • 2. advertising Briefing : Boost Kulak University Kortrijks new translator and interpreter education program. No clich辿s Tap into the students social networks to spread the message Authentic and home-made feeling (dont come across like an advertising agency) Limited budget Target: West-Flemish 18-year-olds still deciding what they are going to study Language teachers and parents
  • 3. advertising Problem : Young people dont understand the need for human translators in an era of computer translations. How can we make them see that translating and interpreting are still very relevant skills?
  • 5. advertising Execution: We opted to forego the traditionally bland program brochure and instead decided to make a series of brief videos that alluded to the popular What if television program, here based on the premise What if we only had Google Translate?. To make our campaign feel real, we chose influential students with big social networks as our actors. Our videos were produced by both the students and the universitys IT depart- ment on a limited budget, but despite these limitations, we maximized our reach through the student populations social networks.
  • 6. advertising We also wanted (future) students to experience how limited computer translations really are on a practical and profound level. #datvertaalikbeter (#icantranslateitbetter) was created to tag funny Google Translate errors, and all content with this tag from Twitter and Instagram was collected on our online hub datvertaalikbeter.be. The content we wanted as created by the students! Our bait was the opportunity to win a custom t-shirt with the most popular bad translations on it.
  • 7. advertising It was easy to warm journalists to the story, as they are also keenly aware of how awful Google Translate can be. We sent out press clippings translated by Google to the regions biggest newspapers (Het Laatste Nieuws and Het Nieuwsblad) as well as the regional television station (Focus WTV).
  • 8. advertising Results: 750,000 PEOPLE REACHED 64% of which were 18 to 24 years old. 216,000 FACEBOOK VIDEO VIEWS 70% of which were organic. 21,000 USERS engaging with our content. 400 INQUIRIES into Kulak Kortrijks translator and interpreter program, resulting in a 2.25 cost per lead. 5,000 VISITS to our datvertaalikbeter.be hub.