Exploring with market research translation for Flamingo Group and Adidas
Adidas wanted to connect with young footballers and had a script they thought could do the job. One that showed how breaking the rules could help you make your mark. But would this anarchic attitude resonate with kids in Germany, France and Spain?
This was just the question that market research sought to answer. Working with Flamingo Group, we were given the crucial task of market research translation, adapting the script that would be at the centre of the testing. From storyboards to discussion guides, our skilled copywriters worked to craft copy that flowed naturally and compellingly in the target language, never losing the sense of energy, rebellion and daring of the original creative concept.
In research what clearly came through was the universality of that key insight across our markets, providing the confidence needed to optimise and roll out this stirring new campaign across Europe.