Local marketing translations for global brands

Launch of Lebara Play

Lebara is a mobile phone services provider targeting international communities and migrant workers. In 2015, Lebara Play was launched, a multi-platform service for live and catch-up TV and film streaming, catering to the same audience – making it possible to stay tuned with what’s on at home while you’re away.

WIT quickly identified three key areas that required tailored solutions:
– Existing translations didn’t fit within the platforms
– Consistency was lacking across all materials
– Un-translated copy required urgent action

WIT set up dedicated Lebara teams with a London-based lead translator for each language working on site. From the initial scope, WIT also provided project management support, translation and transcreation services across videos, POS, CRM and social media, as well as VO talent recommendations and direction during recording sessions in London.

The final result was a clear and consistent brand identity across all languages, striking the delicate balance between global messaging, local expression and cultural relevance.