Behind the scenes

New billboard campaign launches in 42 languages

28.10.2024

Translation: Katherine Martin

We’re taking our «pretty much everything» tagline a step further by targeting «pretty much everyone». As part of our new billboard campaign, 50 poster designs are set to appear across Switzerland in 42 languages.

In Switzerland, the Galaxus range now consists of more than 7.4 million products. So, it’s fair to say that our online shop has pretty much everything for pretty much everyone. And with our new billboard campaign, we want to back up that promise with language. To be exact, we’ve dedicated billboards to over 50 represented nations (and language groups) in Switzerland.

Over 50 designs in 42 languages

Each billboard motif zeroes in on a specific cultural reference and combines it with a Galaxus product that reflects it. The accompanying text appears in the target culture’s language and script, be it Ethiopian, Farsi, Hindi or Romani. What makes the ads all the more surprising is that they’re only understandable to the specific cultural group being targeted.

Collaboration with cultural experts

In order to find surprising, appropriate references, our marketing team worked with over 50 linguists from the languages service provider Supertext. We also collaborated with other partners from each culture. The team researched numerous cultural references and discussed a shortlist with people from the countries and language groups targeted. Of these suggestions, just over 50 made it onto the final billboards.

Here are all the billboards

Check out all the images from our campaign here:

Bosnian (Bosnia and Herzegovina) — Albanian (Kosovo)

French (Democratic Republic of the Congo)

Kurmanji (spoken in parts of the Middle East) — Japanese (Japan)

Romani (spoken by the Roma community in large parts of Europe)

Tamil (Sri Lanka) — Tagalog (Philippines)

Tibetan (spoken in parts of Central Asia)

Turkish (Turkey) — Czech (Czech Republic)

What do you think of our campaign? Let us know in the comments.

214 people like this article

Branko Nastic

Senior Brand Communications Manager

Branko.Nastic@digitecgalaxus.ch

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