Unit 6 - Written Assignment PDF

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Langøra Kaffebrenneri

MBA - University of the People BUS 5112- Marketing Management Dr. David Robinson December 22, 2020

An incredible amount of intentionality goes into crafting a powerful commercial, especially one that instantly captivates and clearly conveys the intended message. When you think about it, it is interesting to note the stark contrast between commercials at the national level and commercials at the local level in America. In general, local commercials usually have poor video quality, overused creative camera movements, poor scripting and poor acting that can often derail the intended message, whereas national commercials tend to be the complete opposite. Yes, big national companies like McDonalds or Starbucks have the financial means to ‘buy’ a great commercial, but with all of the technology available today that gap between local and national commercials can be closed without breaking the bank. Langøra Kaffebrenneri, a small local coffee company based in Stjørdal, Norway, has continued to set a high standard of excellence with their newest commercial released on December 1, 2020. It powerfully blends the professional qualities of a national commercial while celebrating the deep treasured values of local culture. There is so much to unpack in this beautiful commercial that has richly targeted the emotional side of customers. From the opening scene of the commercial the film quality and setting of a crackling fire in a snowy pine tree forest tells the viewer that it is well done (quality) and gives them that sense of being warm and cozy in an adventurous nostalgic setting (winter outdoors). The commercial draws the enthusiasm of the viewers emotion because it transports them to that location as if they are there relaxing around the fire sipping their own fresh cup of coffee. The target audience for this Christmas time commercial is local, national and international. Tipping their hat to the local and national culture of Norway set in the beautiful winter snow, with the coffee bean hand grinder, traditional kåsa (wooden cup) and the city lights of Stjørdal in the backdrop, the commercial goes one extra step to reach the international consumer, not only with the winter nostalgic emotion it conveys, but by avoiding discernible dialogue to possibly isolate international viewers because of a language

barrier. People from any country that experiences snowy winters can relate and connect to the story this commercial tells. Developed with social media viewership in mind, it has recognized that most phone users hold the phone upright to view videos, so while there is more to be seen of the video if you turn the phone horizontally, the center of intended focus to convey the whole story is framed for upright viewing. To go along with that, since it was posted through instagram and facebook, it is very easy to share across platforms, which is critical to phone users if you want to encourage sharing. Sharing this commercial internationally carries more significance since Langøra coffee can be shipped anywhere. Additionally, as it is a commercial for ‘Julekaffe” (Christmas coffee), it is suitable to market B2B and B2C combined. Good coffee shops in other northern countries can offer their customers an exciting ‘taste’ of Norway to fit the season and it is a great opportunity to grow an international B2B relationship that can positively impact business growth for both entities. The two best ways to market a product like the coffee in this commercial to a potential customer is through a direct connection to someone in the company or through a trusted friend who has personally tried the product themselves. I personally know the owner of Langøra and have enjoyed their coffee while we lived in Stjørdal. This makes it much easier for me to share this commercial with family or friends and they are much more likely to want to try the coffee because of my association with Langøra. In conclusion, there are so many more in-depth aspects and angles to explore with all that went into making this commercial what it is and how it is able to cover so much ground in a short 30 seconds. I was very impressed and inspired by how they were able to shoot so professionally, yet speak into the local and national culture that Norwegians are so passionate about and draw in international audiences with a warm invitation to enjoy a cup of coffee around a Norwegian winter fire. Don’t miss this commercial. Don’t miss trying this coffee.

Resources @langorakaffe. (2020, December 1). Julestemning i skogen like ovenfor brenneriet [Video File]. Retrieved from //www.instagram.com/p/CIRRZJPBpJe/ filmed by @hallvarbuggejohnsen Langøra. (2020). Langøra Kaffe. Retrieved December 17, 2020, from https://www.langorakaffe.no/welcome-2...