Taking "Red" global: How we helped WatchGuard take their campaign to the world.

1. HOW WE HELPED
WATCHGUARD TAKE
THEIR CAMPAIGN TO
THE WORLD
TAKING “RED” GLOBAL:

2. WatchGuard®
Technologies, Inc. is a global leader of integrated, multi-function
business security solutions that intelligently combines industry standard
hardware, best-of-breed security features, and policy-based management
tools. WatchGuard provides easy-to-use, but enterprise-powerful protection to
hundreds of thousands of businesses worldwide. WatchGuard is headquartered
in Seattle, Washington, with offices throughout North America, Europe, Asia
Pacific, and Latin America.
Venga has been supporting WatchGuard on the translation and localization of
their website and other collateral. We also had the opportunity to help implement
one of their global creative campaigns in multiple markets.
Here’s a closer look at what we did. 2

3. Prior to contacting us, WatchGuard had created a strong and
distinctive campaign to bring to life their iconic image of the red
lion. They had clearly defined their objectives and targets for
the rollout. The campaign was aimed at major global corporate
networks, that have the most to lose if their network
is compromised.
• To bring to life their iconic red lion representation of the brand.
• To creatively and culturally adapt the campaign in different
languages and for different cultures so that the brand
personality makes perfect sense globally.
• To use the adaptation across all touchpoints from internet
banners to potentially other channels such as outdoor
billboards.
Project Background
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The objectives

4. 1. Global Idea Creation. Working with their creative agency,
WatchGuard came up with a global idea that had the flexibility
to be adapted globally and across different channels.
2. Transcreation and Creative Adaptation. WatchGuard reached
out to Venga to transcreate the content of the campaign for
France, Germany, the Netherlands, Italy, Mexico and Brazil.
3. Production and Implementation. Venga produced final local
language assets for each market so that the campaign could
be launched simultaneously around the world.
The Campaign Rollout
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5. For a global creative campaign to work locally we have to
translate the idea, not just the words.
• Building on the global creative platform. Traditionally, the
hardware devices of WatchGuard are branded in bright red,
and their brand mascot is the image of a ferocious lion. This
iconic element forms the heart of the new global idea. The
aim is to convey the same message everywhere, no matter
in what language, or in what culture.
The Challenge
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6. • Striking the balance. What works well in the US may not work
equally well in other markets, therefore the content needs to be
filtered, transcreated, or adapted, rather than simply translated.
• Local market support. As a global campaign initiative, the
global team was keen to make sure that the local market teams
got the best quality creative content, without spending lengthy
time on production or huge amounts of money to make it
happen. A centrally managed approval process is ideal.
• Global implementation. The creative agency that WatchGuard
has been working with only has offices in the US. Once the
content has been transcreated or adapted, final assets also
need to be produced for various digital channels.
The campaign also had to be rolled out with a quick turn-around
from the time when the global idea was approved.
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7. The Discovery Phase
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Venga identified a few key challenges in the adaptation
of the content.
• WatchGuard’s bright red identity has been well established
in the US, but it has varying degrees of adoption in each
foreign market.
• The iconic lion has the connotations of fearlessness and
protection. The copy needs to be written in such a way
as to let the message fully flourish and be understood.

8. • The red lion is widely referred to as “Red” in the US, and “Red”
is almost synonymous with WatchGuard. This had to be taken
into consideration when using the nickname in the headlines,
to achieve the same effectiveness and meaning. For example,
in one of the headlines, “NOTHING GETS PAST RED,” “RED”
is the red WatchGuard lion who fiercely defends your territory
against all cybercrime. In some markets, the first thing we
recommended was to establish the association between the
color red, the red lion and the WatchGuard brand.
• The US copy style is punchy and direct, which carries the
strong character of the brand image. Local adaptations need
to capture this essence without appearing too aggressive.
• Expressions such as “SEPARATE AND RULE.” and “CURES
SEPARATION ANXIETY.” are appropriate for the US market,
but need to be adapted with the same nuances in the local
language.
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9. The Venga Solution
Venga’s Global Creative Services team was able to put together
the solution to meet all the requirements.
• Integrated solution
• Centralized briefing
• In-market copywriting team
• Streamlined process
• Creative production
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10. Venga offers 3 levels of translation service depending on the
type of content that needs to be localized - traditional translation,
transcreation and creative adaptation. We make sure that we
use the best talent to localize or adapt the appropriate content.
Venga’s transcreation service allows global brands to take
the essence of a global advertising message and tailor it to
their market, while maintaining the same intent and using the
appropriate style and tone for each local market. Our creative
adaptation service takes it one step further and transforms any
global message into a locally relevant context and channel. For
example we can adapt a TV ad to a print ad for another market,
or develop further into digital banners, or out of home billboards.
As a first step we clearly define the tasks and apply the right level
of adaptation to ensure efficiency and cost effectiveness.
Venga started with a detailed planning and briefing process to
ensure the desired messages were thoroughly understood. We
considered all angles, including literal, conceptual, and cultural
aspects – from visual synergy to unique local expressions, and
much more. We created a central adaptation brief to share with
the global creative team so as to make sure we hit all the right
buttons during the transcreation process.
Integrated solution
Centralized briefing
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11. In-market
copywriting team
Streamlined process
As Venga has a strong network of in-market creative copywriters
with through-the-line advertising experience in place, we can
always select the right talent to work on any project. We retain the
same creative/copywriting team to work on every assignment for
your brand, to ensure consistency.
The innovative approach of our creative adaptation service means
you can now adapt the big idea through one single hub. We
manage the briefing and presentation of the work using dedicated
project managers who know the brand and the campaign.
For the WatchGuard campaign, we also worked in an agile way
by keeping the global team and their creative agency informed:
• Kick-off meeting. Clearly identified the objectives of the
campaign and made sure we understood all the intent of the
message, which was shared with each of our copywriters,
• Client review. We organized group discussions to present the
copy adaptation via conference call. During the presentation,
the copywriter explained the rationale for each proposal. We
also presented with back-translations alongside, so that the
global team and the agency understood what was being
conveyed locally. The agile process enabled the adaptations
to be approved on the spot, ready for the next step of the
production.
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12. We believe smart localization goes beyond technical issues;
apart from localized typographic treatments and graphics, it’s
about creating a look and feel that has strong local relevance. The
WatchGuard internet banner campaign consists of a total of over
60 different sizes of assets, all of which needed to be adapted
appropriately for each language – complete with the correct font
choice, and line-breaks.
• Final production. Venga’s DTP team is capable of producing
any type of asset. Once the copy had been approved by the
global team, we proceed with the final digital production
through a streamlined centralized production process.
• Quality assurance. Once the assets were created, they
were sent back to each copywriter for a final proofread and
quality check to ensure there are no misalignments, missing
accents, or errors in punctuation. This final process also allows
the copywriter to view the creative work in context for a final
endorsement.
Creative production
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13. The Result
Working together with the global team at WatchGuard, Venga
managed and helped to adapt and produce all of the assets
on time, and the campaign was rolled out simultaneously across
all markets globally.
More importantly, the copy was transcreated and adapted
creatively with the right tone and feel, as if it had been tailor-made
for each local market. As one of the campaign headlines puts it:
“Trade-offs are for the weak.” We won’t let any great idea lose
any of its local flavor.
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14. Global Germany
Brazil MexicoItaly
France
The Work
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15. About Venga
With expertise in translation, localization, and creative services in over 100 languages, Venga
partners with clients to help them go global.
We follow a strategy of building robust programs for continuous translation and localization for
enterprise clients. These programs are supported by an agile production team, an innovative tools
and technology approach, a specialized supply chain, and an ISO certified quality assurance team.
Our clients can expect a long-term and transparent partnership. We are committed to continuous
improvement and supporting our client’s accelerated growth and localization maturity.
For more information about Venga, please visit our website at: www.vengaglobal.com
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