March 3, 2015
What do the Spanish words “arrullo,” “sobremesa” and “estrenar” have in common? They all have a starring role in #SinTraducción, Target’s new Hispanic campaign that features words with no English equivalent. A first-of-its-kind for Target, #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.
#SinTraducción, the retailer’s first campaign focused solely on Hispanic guests, launches March 8. Branded with an inviting hashtag, the campaign aims to create a dialogue between Target and its guests on social media. Check out how Target brings these words to life:
A Bullseye View caught up with Rick Gomez, senior vice president of marketing at Target, to learn more about #SinTraducción.
What’s the thinking behind this campaign?
We know our Hispanic guests love Target, and we’re constantly looking for new ways to deepen our relationship with them. With this campaign, we wanted to recognize and embrace the bicultural reality that many of our guests experience every day in a way that feels warm and familiar. Throughout the campaign, we’re highlighting amazing product from Target, from apparel and cosmetics to food and home decor.
What role will social media play?
#SinTraducción is social by design. We love to hear from our guests and we also wanted to give them an opportunity to have conversations with each other. Our hope is that they will share their input and opinions. This campaign will continue to evolve, and we believe it will become even stronger with the feedback we receive from our guests and their unique experiences.
How did you identify the terms in the campaign?
Many members of the team working on #SinTraducción are bicultural, including our partners at LatinWorks, the ad agency that’s helping us with this campaign. Together, we identified words based on our own cultural experiences. It’s been exciting for us to illustrate these untranslatable moments and I personally can’t wait to see how our guests respond. I hope they’ll have a feeling of, “I’ve had that moment!” or “we say that at home!” and then smile, given these moments are so dear to many of us in the Hispanic culture.
Does an untranslatable word come to mind? Let us know in the comments section below and share it out on social media!
Click here to read this story in Spanish.
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