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Customer Profile:
BMW Group Russia is a subsidiary of the BMW company, and the main importer of BMWs and Mini Coopers in Russia. Registered in Russia since 1999, BMW Group Russia is one of the most successful foreign automotive enterprises in the country. Over the last five years, BMW has invested 11 billion euros in technology development, and its technological leadership is supported by active work in the market. Russian dealership group is expanding and currently includes 42 BMW dealerships in 27 Russian cities. Such an upscale automobile brand deserves the highest quality technical and marketing materials.
“Logrus specialists completed a large number of projects which included not only translation of technical and marketing materials into Russian or English but also desktop publishing and localization of commercials –– video and Flash presentations. We appreciate their professionalism and high quality and efficiency of Logrus services.”
- From the letter of letter of recommendation by K. Sysoeva, Director of Corporate Communications at OOO BMW Rusland Trading .
Services provided to
BMW Group Russia:
- Translation, formatting and page-setting of
presentations and catalogues;
- Translation and dubbing of videos;
- Localization of
Flash presentations;
- Localization of drawings and graphics.
Additional information:
For more information about Logrus services, visit our website at http://www.logrus.net or call +7 (495) 646-3564.
For more information about BMW Group Russia products and services, visit http://www.bmw.ru .
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Business Needs
BMW regularly runs corporate training programs for its staff using a variety of materials: videos, presentations etc. These training programs held in Russia help to improve employees’ skills and strengthen the company’s position in the Russian market. BMW prefers to translate training materials rather than create new ones for each new region, so the same materials are used all over the world.
Solution
Before the cooperation started, Logrus had already gained a reputation of a reliable provider of translation and localization services. Upon receiving additional recommendations from one of Logrus’s clients, BMW Group Russia placed its first order with Logrus.
An account manager and personal project manager were assigned to work with this new client. Their task was to control the job efficiency and deadlines allowing the client to reduce the management efforts associated with projects of this kind.
At BMW, adherence to the corporate style is strictly observed. For this reason, Logrus professionals began with a comprehensive analysis and study of the corporate style and design of the original BMW materials. Since then, these guidelines are carefully followed throughout all the projects assigned by the company. Projects regarding videos localization and voiceover are supervised by Sergey Pushkin, who manages the DTP (desktop publishing), design, and graphical projects at Logrus. Pushkin says, “BMW is very concerned about their style guidelines. No mistakes can be made when dealing with their corporate style.” When it comes to preparing presentation materials, no task is too small. Every detail is important –– from the paper quality to the voice of the actor doing a voiceover for a video piece. Of course, localization does not mean a literal translation of the text: in some cases, the corporate style should be strictly followed; in others, changes may be introduced to adapt the materials for Russian market. BMW requirements to the materials used in corporate education are the same as for commercials which are viewed by millions of people.
Many of BMW localization and translation tasks are confidential materials intended for use by Russian BMW staff. Logrus deals with these, too, and BMW is absolutely sure that its confidentiality agreement will be strictly abided. Clients know that Logrus’s commitment to information confidentiality is not just mere words. Confidentiality is observed at every working stage: translation, editing, dubbing, synchronizing, and even while creating DVD menu. No confidential data goes beyond the walls of Logrus’s office.
Process
Video
Videos are usually dealt with as follows. BMW Group Russia project manager gives Logrus a disc with a video file and sets the overall task requirements: (i.e. to do a Russian voiceover or to substitute English audio track for Russian; to translate the text which appears on the screen etc). After that, Logrus translates the text from English (or German) and adapts it to the requirement of Russian audience. For example, the name of the company and automobile is pronounced “be-em-double-you” in English, while in Russian it is pronounced as “be-em-ve”. All of these crucial differences must be taken into account during voiceover process. There are many other important details through which translators' skills manifest themselves. Of course, apart from general cultural differences, a translator must know the client’s subject matter –– in this case, the automobile industry –– and distinguish between, say, unladen weight and maximum permissible weight, or a bushing and a pin.
Glossary
The first step of a project is to create a glossary. Every field has its specific terminology, and many large companies often have their own terms, BMW included. Logrus cooperates with each new client to develop a glossary.
Along with glossaries, a translation memory (database) is actively used throughout projects. Such translation memory is created at the very first assignment and is constantly updated. After a while, it turns into a knowledge base of client’s requirements. On some occasions, the pronunciation or stress in certain terms are specifically agreed upon with BMW Group Russia. After the text of the video has been translated, it is reviewed by the client. And then the approved text is ready for voice recording
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