Government of Ontario

Government of Ontario-logo

Publicis Canada, Government of Ontario

In 2020, the Government of Ontario launched the Driving Prosperity Plan (DPP), a long-term initiative for the automotive industry informed by strategic advice from across the sector. To support the momentum of the plan, the Ministry was tasked with running a time-limited, primarily digital advertising campaign that would promote Ontario as a global leader in the automotive sector and as an exciting new place for investing in the manufacturing of electric vehicles. Upon creative development and discussions with Carat Media and Publicis Canada, Canada's largest digital advertising agency, the Ontario, Canada: A Hub for Tomorrow’s EV campaign was born. The campaign’s objective was to attract investment in EV and battery manufacturing by targeting the following markets: Japan, South Korea, USA, Germany and France. Gravitating around the electric vehicles sector, the campaign was designed to highlight Ontario’s EV value proposition to international investors and target its audience through OLV content via Social, Search, Digital Banners and other channels.

The Challenge

To help attract global investment in EV & battery manufacturing for the Government of Ontario, Publicis Canada, needed support with the cultural and language adaptation of varied English assets into: Japanese, Korean, German and French. This required the delivery of creative language services, including cultural consultation, transcreation and production. Moreover, suitable and local voiceover talent had to be sourced for the production of voiceovers and subtitles for online ads.

Publicis Canada approached the creative language services team at translate plus and we worked together to localise the required language assets to help the campaign reach its culturally diverse audience.

The Solution

The scope of work for this multi-asset campaign included the following list of creative language services: cultural consultation; voice sourcing and casting by tapping into our global network of transcreators, VO studios and professionals; coordination and delivery of 1x :90, 3 x :15, 1 x :06 VO recordings; subtitling for online content including OLV ads; transcreation and production for microsites and social content, as well as tagline transcreation.

The Benefits

Increased engagement: 386k+ impressions & 200k microsite visitors globally - this is 8 times more than a similar campaign launched in 2018.

41%+ of the target audience indicated they’d be inclined in investing in this city

Instilled a global brand image, distinguishing Ontario from its competitors

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