The HP vision is to create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. When you are a global icon, how do you ensure your reach is effective, engaging and resonates with your target market across all regions. Each culture has its own idiosyncrasies and ways of looking at things.
It’s a problem that arises when marketers run overseas-sourced marketing content abroad, without tailoring that content to the nuances of the local audience.
Glocalisation. Making the global local.
The key to developing campaigns that make international content work in a New Zealand context is to use the glocalisation model. This means recognising the importance of local tastes while deploying the strategies and assets proven in larger markets.
At its simplest, it might mean revising headlines and copy to communicate corselling points in a way that locals feel comfortable with, while retaining the marketing strategy and imagery that’s been deployed around the world.
Similarly, you might take a promotion developed overseas but tweak the messaging and content so it doesn’t jar with locals. The key is to recognise the value of existing assets and not re-invent the wheel.
Glocalisation means that your marketing dollars can be channelled into the areas that make a real difference. Of course, you’ll need a full-service agency with the creative chops to execute all aspects of the campaign, while not breaking anything that doesn’t need fixing.
For many years, Magnum have helped brands such as HP, Hewlett Packard Enterprises, Microsoft and Porsche achieve glocalised content in New Zealand. By working closely with marketing teams and adding a Kiwi flavour, Magnum enjoy the challenge of developing global creative into work that is also distinctively local.
Our ability to adapt and nurture the brands we work with within the New Zealand context not only allows them to maintain their impact locally, but to actively and continuously enhance it.