About the client
This project brought together two well-known names in the business world (Alert and HP), while Sinonim played the role of a “silent partner,” making sure all communication on the Croatian market was flawless.
- Alert is one of the leading and most awarded full-service marketing agencies in Croatia. They are known for integrated communication strategies, digital marketing and event organization. Alert sets high industry standards and works with premium brands that expect top-tier creative and strategic support.
- Hewlett-Packard (HP) needs no introduction – it is a global technology leader whose vision goes far beyond hardware sales. From personal computers and workstations to advanced printing solutions, HP creates technology that improves everyday life for users around the world
About the project
This was a long-term collaboration with the marketing agency Alert, focused on a wide range of HP product-related content. Our work covered multiple formats – from promotional posters and banners to newsletters and brochures. By working on these materials, we gained in-depth knowledge of the client’s portfolio; we now know everything about printers, cartridges and related products. The project stood out for its tight deadlines and texts that were both technically and creatively demanding due to strict corporate language. Top-quality translation was required at all times and when it came to marketing slogans, creativity on par with a marketing professional was essential.
The challenge
Working for an agency (Alert) representing a global giant (HP) meant there was no room for error. The main challenges included:
- Blending engineering and emotion: HP texts are hybrid. On one side, there are strict technical specifications (print speed, toner types and security features), and on the other, marketing copy that must inspire the customer. The challenge was to maintain accuracy without sounding robotic or dry.
- Agency pace (deadlines): Alert runs fast-moving campaigns and expects quick turnaround without compromising quality.
- Creative transcreation: English marketing slogans often rely on wordplay. Our task was not just to translate words but to convey the impact of the message to the Croatian audience while preserving HP’s global tone of voice.
The solution
To meet the high standards of Alert and HP, we developed a tailored workflow.
- Dedicated expert team: Only translators specialized in IT and the tech sector worked on this project, with a strong sense for marketing and copywriting.
- Terminology consistency: We maintained a strict terminology database to ensure that HP-specific technology names were always translated consistently and in line with corporate guidelines.
- Speed and flexibility: We adapted to the agency workflow, enabling fast turnaround so campaigns could launch on time.
The result
Our success is best reflected in the long-standing trust and ongoing collaboration we built with Alert on such a large and demanding project. Through clear and compelling translations, we helped communicate the value of original HP products to end users, while ensuring a flawless brand voice that made HP sound just as professional, innovative and reliable in Croatian as it does on the global market.
