Know your audience – and spell check your creative!

I recently received a newsletter from AT&T thanking me for choosing AT&T and stressing how lucky they are to have me as a customer. This was immediately followed by an invitation to visit a store! No special offer, reward or anything. But that’s not the point here.

The headline reads “lucky. gl├╝cklich. chanceaux.”.

Congratulations on being international! The French translation is obviously wrong and should be “chanceux” unfortunately. I’m the first one to admit that foreign languages are tricky but screwing up a one word translation takes some skills.

Why German and French? What about Spanish and Chinese?

What I don’t get is why they picked German and French. This would make perfect sense in Switzerland but not in the US. Spanish and Chinese would have been more powerful in addressing important local populations. Note: The newsletter closes in Spanish with “Muy afortunado!”.

Further reading: I wrote about another AT&T marketing blunder not too long ago.