Charles Schwab
Cultural Adaptation
Cultural Adaptation
S I T U A T I O N
Charles Schwab wanted to expand its marketing outreach to Chinese-Americans to drive revenue.
S T R A T E G Y
Develop marketing collateral for the Chinese-American market that conforms to cultural communication preferences.
T A C T I C S
Jungle Communications developed a 20-page brochure with traditional Chinese symbols and design motifs associated with luck and prosperity. The approach was reviewed, refined and evaluated by target audience members.
R E S U L T S
The Chinese version looks dramatically different from the English original, while conveying the same information. According to the client, it was very well received by the target audience: It is “eye-catching” and “appeals to both traditional and modern-thinking Chinese in different age groups.” The brochure was reprinted within two months of its initial publication to keep up with demand.
Charles Schwab wanted to expand its marketing outreach to Chinese-Americans to drive revenue.
S T R A T E G Y
Develop marketing collateral for the Chinese-American market that conforms to cultural communication preferences.
T A C T I C S
Jungle Communications developed a 20-page brochure with traditional Chinese symbols and design motifs associated with luck and prosperity. The approach was reviewed, refined and evaluated by target audience members.
R E S U L T S
The Chinese version looks dramatically different from the English original, while conveying the same information. According to the client, it was very well received by the target audience: It is “eye-catching” and “appeals to both traditional and modern-thinking Chinese in different age groups.” The brochure was reprinted within two months of its initial publication to keep up with demand.
