During Ramadan, many people send money home for Iftar and other activities. Advertising on regional cable TV and online were cost effective ways to advertise the brand and the promotion. But with local and regional variations, developing 3 broadcast commercials on the tight budget was an issue.
After pitching the concept and getting agreement from three regional marketing stakeholders, we began working with local production crews in Guatemala to tell the story to the three distinct audiences.
By using three different but regionally specific sets of actors, wardrobe, props, and food items, we told the story and kept it relevant to our distinct target markets. A scratch track for VO was used so each region could “trans-create” the script and record their version in the local language.
