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07.20.06
MDS Transforms Client’s Message for Korean Market
International Understanding—MDS Advertising Launches Korean Language Campaign for Client
Headquarters for MDS Advertising, an award-winning, Austin-based, full service advertising and design agency, is—even on a ‘normal’ day, busy—very busy. The agency is known for its proven capacity to output powerful creative quickly. Quality creative happening pretty much overnight is the standard here—but generally the result is produced in English and Spanish. However, on this day the story would be different as MDS client and national condominium conversion giant—Montecito Property Company—landed a plum, multi-million dollar investor opportunity in South Korea and needed a full campaign for a trade event in Seoul. Print collateral, multi-media, exhibit posters, signage, the full Monty—would need to be designed, produced and delivered to the trade show floor in two weeks in English. And—in perfect Korean.
Austin, TX—A window of opportunity opened recently for Korean investors as their pro-U.S. government relaxed normally stiff tariffs on purchases of real estate in the United States, allowing the individual investor there to make real property purchases in the U.S. without suffering former burdensome penalties. The value of the Korean Won to the Dollar was motivating these buyers as well.
Under these auspicious circumstances, investors would flock to a trade event to see what current real estate investment possibilities were in the American market—and Montecito and MDS intended to make that process as effortless and compelling for them as possible.
Montecito and MDS Advertising are company types that simply do not let prime opportunities slip away because the deal is a complex one to pull off. On the contrary, their motto is, Make it Happen. Both client and agency are linked and synched around that understanding. When the assignment was made, MDS launched an intense, two-week design and production schedule that would produce and deliver culturally P.C., Korean-language collateral and multi-media showcasing Montecito’s glamorous California, Arizona and Florida and Carolina Coast properties. The collateral would introduce a literal new world of investors to Montecito’s signature brand and while the opportunity was at its peak, win them over as buyer/investors.
Design, copy and content were redeveloped and gauged for effectiveness and cultural propriety—in photographic spreads bikinis disappeared, celebratory couples took on a layer of decorum, wine glasses were tucked out of sight and copy was refined into classical Korean—a respectful subtlety that would insure clarity and a huge selling advantage for Montecito on the exhibit floor half a world away. Translators, not translating software assured the client’s carefully constructed marketing message made the cultural leap in one effective piece.
When MDS landed the entire campaign in Seoul via FedEx 9 days later, even the client—already accustomed to rapid turn around on creative projects-- was impressed by the speed of completion. The results will soon be in and the expectations are high for the ‘Korea Campaign’.
In the process MDS solidified its capacity to deliver marketing across cultures and into the Asian market. “We developed a team of experts so that we are now able to transform award-winning campaign strategy in the U.S. into one we anticipate will be equally effective in Korea and ultimately other countries in Asia,” explained MDS creative director David Hubbard. “Our international efforts now touch the Far East as well as Mexico and Central America.”
About the agency: MDS Advertising Inc. is a full service, award-winning advertising company focused on cutting edge creative that delivers results.
