Galaxus Babel Campaign
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 this 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.
Check them out on our website
