A summer campaign from Norwegian betting brand Norsk Tipping (The National Norwegian Betting company) pokes fun at world’s ignorance of Norway and leverages a trio of the nation’s biggest football stars: Erling Braut Haaland, Martin Ødegaard and Joshua King.
Created in harness with agency Try (Oslo), with production company Motion Blur and Director Harald Zwart, the campaign mocks people’s ignorance of Norwegian sports stars and of Norway itself and positions Norsk Tipping as the Norwegian sports expert.
The strategy aims to fend off increasing competition from international betting companies which are increasingly popular in the Norwegian market.
The hero ‘Welcome to Haaland’ spot celebrates Haaland in his homeland via a comic commercial promoting a (mythical) place where everyone is just like him – the fictional town of Haaland. The narrative arc sees the player as the subject of conversation when a group of British and Irish fans chat in a pub, before the viewer is taken on a journey to ‘Haaland’: a place that blends Norwegian stereotypes and wild fantasy.
Supporting spots in the same campaign series include ads built around fellow footballers Martin Ødegaard and Joshua King, which, like the Haaland spot, both debuted in June.
The team working on the campaign included Art Directors Sebastian Rasch and Lars-Kristian Harveg, Copywriters Mads Krogh and Jonas Kopstad Grønnern, Account Manager Helge Gjertveit and Project Manager Cecilie Thue.
Comment:
The campaign positions Norsk Tipping as the world’s leading expert on Norwegian sports and this should come as no surprise as they’ve been an integral part of nation’s sporting landscape since 1948.
All Norsk Tipping profits are reinvested into Norwegian sports organisations on all levels, and thus the brand has been a small part of all three players’ career development.
Haaland has, of course, taken the soccer scene by storm in the last two years since his transfer to Borussia Dortmund with his explosive running and clinical finishing. But he is not the only Norwegian finding global footballing success.
The nation may be more known for snow and ice, fjords, lakes, the northern lights and the land of the midnight sun, but it now boasts a trio of leading soccer stars too.
Leave a comment
You must be logged in to post a comment.