Globalization

Crossover between general and diversity creative works because most of the time they are built on the same platform. In fact, most major global brands set up one platform for all regions and ethnicities. Localization allowed with all must be tie to the same theme.

The "Your Point of View" campaign of HSBC is one of the examples. Its print creative shows alternate images with attached "labels", showing how different people can have various points of view on the same issue. TV and radio creative are based on the same theme. Depending of the regions and ethnicities the ads are presenting to, different sets of "labeled images" apply. It works globally. McDonald’s "I’m loving it" and Dove’s "Real Beauty" other examples.

Some of the platforms, however, cannot be just translated to other markets literally. Take Chevy’s "An American Revolution" as an example. While American Revolution could symbolize the transformation of the all-new Chevy in a very positive way, it means nothing to Asian immigrants. Focus group further confirmed Chinese are scared by the word "revolution." It reminded them the painful history of the Chinese Cultural Revolution in the 1960’s. Thus, Chevy’s Asian marketing agency came up with the modified line "New Era" for Chevy’s Chinese American market. "New Era" perfectly translated the spirit behind "An American Revolution" without bringing up the American and/or Chinese history.

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Asian American
, Asian Marketing
, Multicultural Marketing
, Global Advertising
, HSBC
, McDonalds
, Dove
, Chevy