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This Branded Video About Cyclists Will Wake up Your Inner Nordic Explorer

By Stine Holmgaard, COO & Partner at Native Advertising Institute
May 30, 2018

This is “NAIs pick” of the week. Every week we pick a powerful piece of native advertising that can serve as inspiration for the industry.

Stine Holmgaard
COO at Native Advertising Institute
Copenhagen, Denmark

Visit Norway has found a small gem of a storyline to unfold the brand story of Norway and it’s boundless possibilities to seek out self-fulfilment on two wheels.

The Visit Norway video follows members of the Copenhagen-based Rapha Cycling Club as they cycle their way through the trialling steep, winding mountain roads of Fjord Norway.

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This branded video has become “NAIs pick” of the week as it is remarkable and inspirational for three reasons.

1. First of all, the narrow and well-defined target group is in focus all the way through. It is all about cyclists. And it is a video made for cyclists. It is not aiming to be “everything for everyone”, but because the video is well-made, on-point and very high in quality, it attracts general admiration too.

2. The actual product here - Norway - is only the backdrop of the story. Norway permeates the video, but it is not the story nor the driver of the message. This is a brave move and shows how you can increase audience attention, even if the product is downplayed and the narrative is in focus.

3. The Visit Norway tagline “Powered by Nature” is visually evident throughout the video. The stunning scenery - Norway - underlines this message and the viewer gets sucked into the beautiful and dramatic landscapes. The video really makes the audience want to experience the country in real life.


Story by Stine Holmgaard

Apart from running NAI, Stine also spearheads the Native Advertising DAYS conference which she initiated in 2015, back when native advertising was merely a buzzword and dedicated budgets for native advertising were nothing but a soft whisper in the marketing industry. It’s safe to say, that the whisper has changed to a roar since then. In 2016, Stine launched the Native Advertising Awards program, a program that has grown to become the premier global acknowledgment for publishers and advertisers within the native advertising. Prior to her role at the Native Advertising Institute, she worked as Head of Events at Brand Movers, the leading content marketing agency in Denmark. Here, she ran the Clever Content Conference, Scandinavia’s biggest conference on content marketing.

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