When the benefits to prospective customers are illustrated simply and precisely with the right subtitles, the explanatory video is also an option for the Chinese market.
PRECAST Software Engineering, which is part of the Nemetschek Group, develops software solutions and services for the precast concrete industry. Video content gives companies an edge when it comes to product information and brand positioning, particularly on social media. A product video is created for the software solution TIM, which permits integrated and model-based precast part design with 3D visualisation. The video also has to be usable in China.
The product video is created in English. Although English is also widely used in China, the idea is for those watching the video to get subtitles in their native language. Subtitles not only make the video easier to understand; they also keep people watching for longer. The challenge in the target language is to get the language right for the target group and also ensure that the subtitles are not too long for the video sequences. One positive side-effect is that they improve search engine rankings: search engines also index subtitles.
The text of the TIM product video is saved in a special file format. The professional translator translates the text into Chinese and checks that the subtitles are the right length. The subtitled video is approved and accepted by a Chinese subsidiary. It is then ready for use with Chinese customers.
Target group
Prospective customers
Application area
Product video
Solution
Subtitles
Method
Transcreation
Roll-up banners, building-site banners, door lettering: the customers don’t always want to be named. But we can talk about the projects.
Not only is the new website translated into four languages, but there are two versions of the same language for different sales approaches.
