Salmon farming is Norway’s new gold. In 2012, Norwegian aquaculture production amounted to approximately 1,3 million tons, 99 percent of which was Atlantic salmon.
But Norway has many competitors in the international marketplace, and for the common consumer a salmon from Scotland or Chile is still a salmon. So how come the Norwegian Salmon is such a success story?
We can probably thank some clever Norwegian marketing department for that. Because fish farmed in clean cold waters, surrounded by majestic fjords and unspeakable wild beauty, swimming in the light of the never setting midnight sun – must be a great product. And it is. But how do you relay this message effectively on a Turkish food convention stand, to someone who’s never travelled further than Turkey’s backyard?
The traditional way would be using factual text, colour images of Norwegian coastal nature, and maybe if lucky, some nice helicopter flybys of fjords, playing on a wall mounted flat screen. The audience you are trying to reach now have an intellectual idea of what Norway might look like, but that is all surface and will wear off quickly. By using virtual reality, we can now place you on a fish installation in the middle of a fjord, surrounded by steep mountains. You can walk up to the edge, grab the railing, and lean in, to see the salmon swim in crystal clear waters. The cold steel railing underneath your fingers adds strongly to the immersion, and now you got a feeling of being present in a real place. The immersive experience is now a part of you, stored in your brain as a place you’ve visited today, and it will not ware of that quickly. You might even get branded for life.
We delivered this pitch to Creuna and The Norwegian Seafood Council.
The Norwegian Seafood Counsil