{"id":771,"date":"2023-01-18T16:10:04","date_gmt":"2023-01-18T16:10:04","guid":{"rendered":"http:\/\/aqaba-admin"},"modified":"2023-01-18T16:10:04","modified_gmt":"2023-01-18T16:10:04","slug":"fadee7a-3-embarrassing-crises-averted-when-marketing-in-arabic-in-the-middle-east","status":"publish","type":"post","link":"https:\/\/eleven777.com\/ar-ae\/2023\/01\/18\/fadee7a-3-embarrassing-crises-averted-when-marketing-in-arabic-in-the-middle-east\/","title":{"rendered":"Fadee7a! 3 Embarrassing Crises Averted when Marketing in Arabic by an Arabic-adept Ad Agency"},"content":{"rendered":"<p><span style=\"color: #333333; font-family: 'open sans', geneva; font-size: 18px; word-spacing: 2.3px; background-color: transparent; letter-spacing: 0px;\">We&#8217;ve learnt that when <strong><a href=\"\/blog\/marke-think\/delivering-massive-impact-marketing-in-dubai-and-the-middle-east\" target=\"_blank\" rel=\"noopener\">marketing\u00a0in the Middle East<\/a><\/strong>, or rather when marketing\u00a0<em>efficiently<\/em> in MENA, you need to market smart with Arabic.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">We\u2019re an ad agency that has been around for well over a decade in Dubai. And one thing that has rung true throughout the years is that you cannot market entirely effectively in the Middle East without marketing in the Arabic language.\u00a0<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">The second recommendation is that you ought to ace marketing in Arabic with as much creativity and finesse as you do in English.<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Over the past decade we\u2019ve chalked up a few anecdotes \u2013 some painful, all embarrassing \u2013 about using Arabic in marketing. And we\u2019ve learnt a few lessons, too.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\"><img fetchpriority=\"high\" decoding=\"async\" style=\"width: 500px; display: block; margin: 0px auto;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/tumblr_o6365vd6cu1vqcfovo1_500-saadwink.gif\" alt=\"tumblr_o6365vd6cu1vqcfovo1_500-saadwink\" width=\"500\" height=\"210\" \/><br \/>\n<span style=\"font-size: 18px;\"><em>Saad Lamjarred from his hit-song \u201cM3allem\u201d\u00a0<\/em><\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Embarrassing Crisis Averted #1: When a client from the automobile industry suggested we use Saad Lamjarred\u2019s hit-song \u201cM3allem\u201d for an ad campaign. Catchy tune, yes. Good idea? Hell no! As has been widely reported,<span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"> <a style=\"color: #0000ff; text-decoration: underline;\" href=\"http:\/\/english.alarabiya.net\/en\/variety\/2017\/02\/23\/Another-French-Moroccan-woman-sues-star-Saad-Lamjarred-in-a-third-rape-case.html\">Saad has been accused of serious sexual misconduct in three separate cases<\/a>.<\/span><\/span> However, because the client did not speak Arabic or were not aware of the conversations happening in Arabic entertainment media, when they heard \u2018Saad Lamjarred\u2019 only his catchy tune came to mind. We, however, heard the death knell of their campaign \u2013 and quite possibly their brand \u2013 and so we swiftly killed the idea.<\/span><\/p>\n<p style=\"text-align: center;\">\n<p>&nbsp;<\/p>\n<div class=\"hs-responsive-embed hs-responsive-embed-youtube\"><iframe class=\"hs-responsive-embed-iframe\" style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/\/www.youtube.com\/embed\/_Fwf45pIAtM\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\" data-service=\"youtube\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'open sans', geneva; color: #333333; font-size: 18px;\"><em><a style=\"color: #333333;\" href=\"https:\/\/youtu.be\/_Fwf45pIAtM\">\u00a0<\/a>Because now you have no choice but to listen to the m3allem&#8217;s catchy tune<\/em><\/span><\/p>\n<p><span style=\"color: #333333; font-family: 'open sans', geneva; font-size: 18px; word-spacing: 2.3px; background-color: transparent; letter-spacing: 0px;\">Embarrassing Crisis Averted #2: A high-profile hospitality client\u2019s translation agency sent us copy in Arabic for validation. We nearly fell off our seats when we read \u201cMaster\u2019s degree in the toilet\u201d. What they intended to say was that there was a \u201cmaster bathroom\u201d in the hotel suite. Of course, this was a classic case of the perils of using Google Translate without contextual validation. Nowadays (and to avoid falling off our, erm, toilet seats), in the briefing checklist we send to clients who request an assignment, we\u2019ve now included, \u201cWas Google Translate used at any time in the preparation of the copy?\u201d<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Embarrassing Crisis Averted #3: We took some out-of-town Arab business associates of ours to a restaurant we had helped rebrand. Everything was smooth sailing \u2013 until we were handed the menus. For reasons we still struggle to comprehend, the restaurant had decided to wing it with the Arabic. Chicken was written as \u2018firakh\u2019 (taken from the Egyptian dialect) instead of the standard \u2018djaaj\u2019 (which is what is typically used in the UAE). While it would be an exaggeration to call this a crisis, it certainly is less appropriate to use \u2018firakh\u2019 in the UAE context. There were other mistakes as well, besides. And this was only the first of several uses of the incorrect Arabic dialect, a point to be taken seriously when considering the cultural and regional particularities of where you are in the pan-Arab world \/ GCC. Needless to say, our associates politely requested English menus.<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Far too often, Arabic is an afterthought when marketing in the Middle East, and this trend is particularly prevalent in parts of the GCC where the expat population is high.<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\"><img decoding=\"async\" style=\"width: 592px; display: block; margin: 0px auto;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/GreenOnionLeaves.jpg\" alt=\"GreenOnionLeaves\" width=\"592\" height=\"578\" \/><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\"><em><span style=\"font-size: 18px;\">Taken from a store in Saudi Arabia, the Arabic is a literal translation of the English, i.e. \u201cGreen Onion Departs\u201d. Coincidentally, this is also how you turn green veggies pink. With embarrassment.<\/span> <\/em><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Whereas Arabic speakers represent 5% of the world\u2019s population and are growing at a faster rate than those of many other languages, online Arabic content constitutes less than 1% of the total.<span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"> <a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.strategyand.pwc.com\/reports\/understanding-arab-digital-generation\">In the same report from strategy&amp;, we learn that among 15- to 35-year-old Arabs who are consistent users of technology, 41% search the internet in both Arabic and English<\/a>.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">However, while English content is more available online and<span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"> <a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/commetric.com\/2017\/12\/06\/make-pr-strategy-work-middle-east-5-essential-insights\/\">young Arabs use English more often when conversing<\/a><\/span><\/span>, particularly <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/vimeo.com\/215768655\">in the GCC<\/a><\/span><\/span>, Northwestern University reports that as of 2017 <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"http:\/\/www.mideastmedia.org\/survey\/2017\/\">nearly all Arab nationals, 78% of them, access the internet in Arabic<\/a>.<\/span><\/span> In 2013, the figure was 58%, meaning <strong>the proportion of Arabs using Arabic online is only growing. <\/strong><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Therefore, if you want to <span style=\"text-decoration: underline; color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"\/blog\/marke-think\/delivering-massive-impact-marketing-in-dubai-and-the-middle-east\" target=\"_blank\" rel=\"noopener\">market your product, service or brand effectively in the Middle East<\/a><\/span>, embrace Arabic as you would English. Two principal reasons for this: first, it shows respect for Arab culture and second, enough people are consuming it that it makes sense for your brand to speak it.<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\"><u>Here are our three best-practice recommendations when using Arabic to market in the Middle East: <\/u><\/span><\/p>\n<ol>\n<li><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Don\u2019t skimp on the recruitment budget when you hire people. Hire Arabic speakers who are actually experienced marketers. But also hire those who you will use as part of the approval process. And this caveat\u2019s universal: Always proofread.<\/span><\/li>\n<li><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Use the Arabic dialect that is pan-Arab in a pan-Arab city like Dubai. If your marketing is meant to communicate in multiple Arab countries, you can use formal (\u2018fus7a\u2019) Arabic.<\/span><\/li>\n<li><span style=\"font-family: 'open sans', geneva; font-size: 18px; color: #333333;\">Arabic should not be an afterthought. For some clients, we start with copywriting in Arabic, rather than translating from English, i.e. we develop the idea and copy in Arabic and then work on an English-appropriate translation. It all depends on your client and their target audience. Do the research, ask smart questions, and decide what\u2019s best.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-family: 'open sans', geneva; font-size: 18px;\"><em><span style=\"color: #333333;\">If you have your own (awkward) stories to share or lessons you\u2019ve learnt when marketing in Arabic, we\u2019d love to hear them in the comments.<\/span> <\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve learnt that when marketing\u00a0in the Middle East, or rather when marketing\u00a0efficiently in MENA, you need to market smart with Arabic.<\/p>\n","protected":false},"author":1,"featured_media":774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-in-the-middle-east-best-practice"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fadee7a! 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