Mobile: Moving Across All Screens

Easy Way Subtitles

Loducca
Easy Way Language Center

Gold Winner

Tablet Marketing

“...the translation technology enabled clear user benefits that drove success for the client.”

Andy Markowitz

Andy Markowitz
Director, Global Digital Strategy,
GE

With Brazil’s economy booming, skilled executives are flooding in from abroad, but many can’t speak Portuguese. Easy Way Language Center, which offers private language classes, asked Loducca to help reach this hard-to-get audience. To do so, they created a second-screen app that translated local TV shows in real time, using closed caption data and Google Translate to display subtitles in any language. The incredibly useful app allowed visitors to enjoy local TV and overcome the challenge posed by the fact that the target audience couldn’t generally consume local media. As a result, the effort successfully drew students to the business.

“Successful marketing is easy to spot because great insights yield great results. Easy Way Language Center had this locked all the way. When the business problem is less clear, technology has to work much harder than often is even possible to yield results. In this case, the translation technology enabled clear user benefits that drove success for the client.”

Andy Markowitz, Director, Global Digital Strategy, GE

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