Transcreation faux pas: Apple Siri goes bottom up in Japan
Not really a fitting epitaph for Steve Jobs, but a search for “Siri buttocks” on Twitter will quickly reveal a missed opportunity for transcreation.
Clearly someone, somewhere did not do any copy/concept testing in key markets before going ahead with the launch creative etc.
Given the less than enthusiastic response to the iPhone 4s, there is a touch of irony in things going slightly bottom up!
It also rams home the message of just how quickly global social media can latch on to ‘bad news’ and threaten to rain on a major brand’s parade.
Concept or copy testing is one of the key aspects of our Conquest transcreation service. One of the typical questions that comprises the analysis part of the service is, rather appropriately:
“Is the style, meaning or approach of the product campaign suitable for your country? If not, what is wrong?”
Now, if only they had asked that question of Japan!
For the interested among you, here is the definition of “siri” and its Kanji character 尻 in Japanese.
Check out the full post on Technolog on msnbc.om and follow WordbankLtd on Twitter to keep up to date with transcreation and other global communications happenings.
I’m guessing by “less than enthusiastic response to the iPhone 4S” you’re referring to the same iPhone4S that is breaking sales records?
http://www.guardian.co.uk/technology/2011/oct/17/apple-iphone-sales-record
Looks like your original comment was a load of old 尻
I have no doubt that the infallible Apple will have a great success with the iPhone 4S. But did they need to do it in Japan by associating the product with your backside? Would they prefer to have done it differently, I would think so. Personally I don’t think this will have any long term impact on the Apple brand for all the obvious reasons. Apple brand global awareness is a benchmark for others and has a unique brand identity. But a mistake like this could cripple a lesser brand no matter how good the product. My Japanese colleagues are still chortling when they see Siri. So I have to disagree no matter how good Apples sales my comment is still valid.
p.s. the Guardian article does not mention the sales in Japan and Samsung is litigating against them there so the jury’s still out