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COMM 428C GLOBAL STRAT COMM
Lesson14, Project 2 – Andrew Miller
Advertising Analysis:
Company Situation:
Aubade Unlimited produces a line of sun care products with natural ingredients. These
products include sunscreens with various SPFs and self-tanners. Not only do these products
offer sun protection but they also nourish the skin and help prevent sun damage and minimize its
effects: wrinkles, premature ageing and dry skin.
The name of the company – “Aubade” was selected as it means a song or poem greeting the
dawn.
The current market is the United States. The audience is for all genders, generations and ages
who are interested in skin care; who understand the damage that sun exposures can cause on the
skin, and who prefer to use natural products on their skin.
The goals of Aubade Unlimited are to expand their product to Norway – one of the few
countries in the world that see the highest number of daylight hours/sun exposure, peaking at 19-
hours of sunlight in summer. (Bergen, Norway - Sunrise, sunset, dawn and dusk times, table).
The company views Norway as a gateway to introduce their products to the Northern European
audiences, hoping to expand to Sweden, Denmark and Finland.
The company’s current advantages in the marketplace are based on two significant consumer
trends:
Consumers are more educated about the harmful effects of sun exposure. With climate
change that appears to result in hotter summers, protection of the skin during the summer
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months has seen an increase in sun care products among consumers. Anti-ageing is also a
concern among consumers who want UV protection to battle wrinkles and premature aging
(Euromonitor International - Sun Care in the US).
Consumers are more concerned about what ingredients go into their skin care products.
Because of this, “the natural and organic cosmetics industry has seen solid growth, boosting
the skin care category” (McDougall, 2013).
According to Transparency Market Research, “Owing to the increase in awareness of organic
personal care product across North America and Europe, North America was the largest
consumer of organic personal care in 2013 and accounted for over 34.9% of the global
consumption in 2013. The market is witnessing growth partly due to increasing awareness
about the organic principle and mainly due to entry of new multinationals which are making
organic products more easily accessible and visible for the consumer. Europe followed North
America in terms of demand and accounted for over 28.9% of the global organic personal
care product demand in 2013” (Organic Personal Care Products Market - Global Industry
Analysis, Size, Share, Growth, Trends and Forecast, 2014 - 2020).
Aubade Unlimited wants to build upon its success in the U.S. market and the increasing
popularity and growth of the organic personal care product market worldwide. With Europe
second after North America, Aubade wants to target Norway first to see how the product sells
before expanding in nearby markets.
“The global skin care products market is a highly competitive arena wherein brand image,
marketing strategy and distribution network are extremely significant for ensuring the success of
a product. Major players in the skin care market include L'Oréal, Beiersdorf AG, Johnson &
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Johnson (J&J), Procter & Gamble (P&G), Unilever, Revlon, and Shiseido. To enhance their
presence in the international arena, global giants often collaborate with regional players. To meet
the ever-increasing demand for skin care products, manufacturers are developing innovative
formulations.” (Global Skin Care Product Sales to Total US$44.8 Billion By 2010, According to
a New Report by Global Industry Analysts, Inc.)
According to Global Industry Analysts, Inc., key market trends and drivers include:
“Sun Protection Products – A High Growth Market
Technology Advancements in innovative & easy to use product application formats to
infuse new demands.
Demand continues to grow for sunscreens with high SPF
Sunscreens with herbal medicines rise in popularity
Higher per capita spending on sun care products in developed countries drives demand
for premium products.
Addition of sunscreens in anti-wrinkle lotions, daily wear, and baby care products drive
sales” (The Global Sun Care Products Market, 2015)
Regulations can play a challenging role in the sun care industry – especially on a global level.
In an interview conducted by Simon Pitman [with Cosmetics Design – Europe] with Carl
Geffken, president of Carl Geffken Consultants, “Geffken believes that there are three primary
areas that define what global sunscreen regulation revolves around: testing, labelling and
ingredient usage” (Pitman, 2015).
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Product Analysis:
Our products satisfy the needs for consumers who are interested in taking care of themselves
– their bodies, skin and overall health with sun care products that are natural and organic. Our
product supports these needs by preventing sun damage and premature aging while respecting
the environment in offering natural and organic ingredients.
These needs are related to Norwegians primarily as an individualistic and feminine culture.
The need to take care of one’s self and the environment are key traits in a feminine culture.
Another characteristic of feminine cultures is the value or working to live. Norwegians enjoy
flexibility and their free time to enjoy life.
Using the Hofstede model of cultural variables, Americans and Norwegians are only
dramatically different on the masculine/feminine variable. Americans are a masculine culture
where people live to work and strive to be the best they can be – and have no problems boasting
about being the best or bragging about their successes. In the Norwegian culture, trying to be
better than others – personally or materially is frowned upon and not socially acceptable.
Communications analysis:
Aubade’s current marketing campaign includes print ads that are placed in magazines with a
female audience that focus on beauty [Seventeen, Glamour, Cosmopolitan, Marie Claire, Vogue,
W]; female audiences that focus on health and well-being [Women’s Health, Fitness, Shape,
Self]; women’s magazines on family and lifestyle [Vanity Fair, Ladies Home Journal, Woman’s
Day]; and men’s magazines [Men’s Health, Men’s Fitness, GQ, Details].
The focus of print ads is communicating to consumers who are interested in taking care of
themselves and their skin, where our products protect you from sun damage, wrinkles and
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premature aging. For those who deserve the very best and know that responsible skin care is part
of a healthy lifestyle, our products will meet their needs.
Radio and TV spots are aired in warmer months – primarily summer months – reminding
consumers to care of their skin by protecting themselves from the elements of the sun. And for
those who prefer to avoid the sun but want a natural looking glow, our natural self-tanner is the
remedy.
Non-traditional media focuses on promoting the products on the company’s web site and
social media – primarily Instagram – to capture the attention of consumers with strong visuals
focusing on the product and the lifestyles of our target audience who lead healthy lives and take
care of their skin. Instagram is a better portal than Facebook [more passive consumers] to drive
e-commerce to the web site to learn more about and purchase the product.
Videos from the TV spots are featured on our web site and populate our YouTube channel.
Web site bloggers and vloggers provide recommendations, endorsements and testimonials.
Digital advertising runs during the summer months with links to our web site.
These marketing efforts reflect the cultural variable of the United States that include:
Individualism – people look to take care of themselves and self-image is very important. “I”
want to be the best and look the best. “I” deserve all the success “I” can attain.
Masculinity – people are driven to win, succeed and be the best. Looking your best and winning
the war against aging are the benefits of our products. Delaying the aging process by protecting
your skin against the sun achieves the desire of a youthful appearance.
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NORWAY
Introduction and Overview:
Norway is officially known as the Kingdon of Norway. The nation lies on the Scandanavian
Peninsula and is comprised of a large mainland plus small islands and territories, totaling over
385,000 square kilometers. Norway shares the majority of its eastern border with Sweden, from
which they were granted their independence in 1905. Oslo is the capital of Norway with a
population of about 500,000. The population of Norway is over 5.2 million (The World
Factbook, 2016)
The northern part of the country experiences cold winters. Both the winter and summer
seasons include weeks of darkness and continuous sun. The geography includes barren areas and
large mountainous ranges with fiords.
Norway’s standard of living is one of the highest in the world with one of the highest average
life expectancies. Though a Kingdom, Norway is a social democracy and offers social programs
that include free education up until the age of sixteen, plus free medical care and full financial
support in retirement or as a result of disability (Press Reference – Norway).
General Economic Environment:
According to EUbusiness, “The Norwegian economy is a prosperous mixed economy, with a
vibrant private sector, a large state sector, and an extensive social safety net. The government
controls key areas, such as the vital petroleum sector, through extensive regulation and large-
scale state-majority-owned enterprises. The country is richly endowed with natural resources -
petroleum, hydropower, fish, forests, and minerals - and is highly dependent on the petroleum
sector, which accounts for the largest portion of export revenue and about 20%of government
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revenue. Norway is the world's third-largest natural gas exporter; and seventh largest oil
exporter, making one of its largest offshore oil finds in 2011. Norway opted to stay out of the EU
during a referendum in November 1994; nonetheless, as a member of the European Economic
Area, it contributes sizably to the EU budget.” (Dimerva, 2014)
Norway’s economy is dependent upon the exporation of oil and is the world’s twelth largest
exporter of oil. It accounts for two-thirds of all exports and 80% of the nation’s income. Second
to oil exports, the fishing industry is the largest supplier in Europe and a big part of Norway’s
culture (Passport – Norway Country Profile).
Norway’s agricultural industry is small and on the decline as farming provides for 2.4% of the
workforce. Because of this, the government is under pressure to reduce financial aid to farmers.
The banking system of Norway remains strong; however with 30% of all corporate loans
going for commercial properties with increased risk, there is concern that Norway may suffer a
housing bubble in the near future. Household debt in Norway is one of the highest in
industrialized countries – at approximately 220% of household income (Passport – Norway
Country Profile).
Norway has the world’s largest Sovereign Fund – estimated at over $800 billion – where up
to 4% can be accessed to help balance the nation’s budget each year. (CIA World Factbook –
Norway).
Per Euromonitor’s recent analysis of Norway’s economy, “Norway’s economy will continue
to grow at sluggish pace in 2016. The fall in oil prices and a collapse in investment in the oil
sector are drags. Household debt – at about 220% of disposable income – is also a problem. The
government is tapping its sovereign wealth fund for the first time to counter these negative
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effects. Growth of both real wages and employment will slow in 2016. The pace of growth will
gradually rise with real GDP reaching about 2.0% per year by 2020.
Key Points:
Real GDP is expected to grow by 1.7% in 2016 after gains of 1.6% in 2015. The fall in oil
prices and a collapse in investment in the oil sector are drags. The government is tapping its
sovereign wealth fund for the first time to counter these negative effects. Mainland GDP,
however, will rise by just 1.0% in 2016.
Private final consumption rose by 2.0% in real terms in 2015. Gains of 1.7% are expected in
2016. Consumer confidence is at its lowest level in more than two decades. Four rate cuts
prop up purchasing power despite slower wage growth and higher unemployment.
Unemployment rate was 4.4% in 2015 and it will increase to 4.6% in 2016. This is low by
global standards but far above the rate in recent times. So far, job losses are mainly confined
to oil-producing activities. Norwegians work the third fewest hours in the developed world
but the average wage in manufacturing is about double that in most large industrialized
economies. Growth of both real wages and employment will slow in 2016.
Stronger business investment in non-oil activities will provide moderate support for the
economy in the future. The pace of growth will gradually rise with real GDP reaching about
2.0% per year by 2020.” (Passport - Norway: Country Profile, 2016)
Norway’s economy is well managed by effective policies and a strong work ethic. The state
employs 30% of the workforce. The state does not encourage foreign investment and
competition but its high level of business freedom encourages innovation. (Passport – Norway
Country Profile).
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Socio-Cultural Environment:
The population is overwhelming homogeneous. Norwegians have the freedom to practice any
religion. 85 % of the population claims membership in the Luthern Church of Norway [state-run
church], with less than three percent attending regular religious services. There are two native
languages in Norway – “Riksmal” and “Landsmal.” English is a required subject in Norwegian
schools.
Norway has a strong sense of national identity. Celebrated national symbols include the flag,
folk costumes, the landscape and the home. Where family and the home are the heart of society,
people tend to be less mobile and live near their families. Because of this desire to be home-
based, entertainment is mostly done at the home instead of outside venues. People have a strong
relationship with nature and show their respect by doing their best to preserve their natural
environment. (The Culture of Norway). Norwegians are very proud of their rural culture that
can be traced back to the time of the Vikings.
“Folk or national costumes (bunad) are owned by large numbers of both men and women.
Based on local traditional peasant apparel, women's costumes include elaborate skirts, blouses,
jackets, stockings, and shoes adorned with silver pins and decorations. Because of increased
affluence in recent decades, more individuals own costumes, which are considered correct attire
for any festive or formal occasion. The design and colors of the costumes vary according to
locality so that each large fjord or valley has a distinctive costume. Fostered by national
romanticism, folk costumes are partially constructed traditions, with some historically authentic
elements and some new elements.” (The Culture of Norway)
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Norway has a wide variety of sub cultures as a result of immigration. Poles make up the
largest immigration group, followed by immigrants from Afghanistan, Great Britain, Latvia,
Lithuania, Somalia, Spain and Sweden. Net migrations are down from the last ten years.
(Population and population changes, Q1 2016, 2016)
There have been some strain in ethnic relations with the indigenous people of the northern
mountainous country – the Sami (previously called Lapps). A Sami parliament has been formed
too coordinate relations with local, regional and national government offices.
Per the Norwegian Ministry of Education and Research, “The Norwegian educational system
aims to be among the best in the world with regards to both academic levels and breadth of
participation and completion rates. The quality of our education and training is instrumental for
the qualities developed in our society.
Education for all is a basic precept of Norwegian educational policy. Children and young
people must have an equal right to education, regardless of where they live, gender, social and
cultural background or any special needs. All public education in Norway is free of charge, while
kindergartens have parental fees.
Education must be organized in a lifelong learning perspective if we are to meet changes in
society constructively.” (Norwegian Ministry of Education and Research, 2007)
Norwegians tend to be private and noncompetitive. Since the women’s movement in the
1960s, gender equality is practiced in social setting. People do not address each other formally.
Independence and self-sufficiency are valued. People do not like to be indebted by granting or
receiving favors and individuals do not like to draw attention to themselves with grand gestures
or loud speech. Personal space is to be respected and punctuality is expected in both personal
and professional settings.
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Hofstede’s Variables:
In regards to Hofstede’s Variables, Norway and the United States are similar in scores for
Power Distance (Norway – 31, U.S. – 40) and Uncertainty Avoidance (Norway – 50, U.S. – 46).
Under the variable of Individualism, Norway scores a 69 and the U.S. scores a 91, indicating
they are both individualistic cultures. Though both scores are in the upper half of the variable,
advertising and promotions by Aubade Sun Care Products in Norway will have to tone down the
“I”or “Me” components, though the rest of the characteristics – importance of self, right to
privacy, dilienation between job and work lives – are shared. The cultural variable where the
two countries differ the most is under Mascculine where Norway scores 8 and the U.S. scores 62.
With this difference, American advertisements that communicate being the best, best looking,
winning, achievment, success and living to work would need to be removed from the current ads
as these traits in a feminine culture are socially unacceptable. New ads would need to focus on
the value of workign to live, enjoying a flexible life, nurturing children, taking care of one’s self
and their environment. (Geert Hofstede Norway in comaprison with United States)
Political Environment:
Norway is a constituational monarchy. The Head of State is King Harold V and the Head of
the Government is Erna Solberg. Executive powers are granted to the King but they are
excercised by the cabinet. The King serves mostly a ceremonial role. The parliament of
Norway has 169 members who are elected for a four-year term. The parliament is divided into
an Upper and Lower Chamber.
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The Executive Branch of the governmen includes the King the Prime Minister and the
Cabinet. The Legislative Branch includes Parliament and the Judicial Branch is comprised of a
Supreme Court with a chief justice and 18 associate justices.
The main political parties in Norway are the Norwegian Labour Party, Progress Party,
Conservative Party, Liberal Party, Christian Democratic Party, Socialist Left Party and the
Centre Party.
Norway is one of the least corrupt countries in the world and has established anti-corruption
measures in place. There is a cultural pride in governmental integrity. The court system is
considered to operate effectively and fairly at all levels.
Governmental policies take great pride in transparency and support trade and investment.
The state is heavily involved in the economy as 30% of the workforce is in the public sector.
Regulatory Environment:
Along with France, Norway has some of the strictest restrictions on advertising in Europe.
Some of the restrictions include:
Restriction of food marketing [of unhealthy food] and advertising to children through all
types of media.
Strict tobacco control laws – ban on direct and indirect tobacco advertising. Tobacco
products can only be displayed in tobacco shops.
Norway prohibits all alcohol marketing.
Ban on sex-discrimination in advertising
Ban on religious and political advertising on TV – and no ads can be run while religious
programming is on the television. (Beckmann, 2010)
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Norwegian broadcasting regulations – updated in 1997 and amended in 2005 – cover a variety
of topics including advertising regulation on duration, language, days permitted to advertise,
content, presentation of products and services, sponsorship and advertising to children and young
people. (Norway Broadcasting Regulations, 2005)
The government of Norway recently courted controversy when they placed anti-refugee ads
in Afghanistan newspapers. (Richard Orange, 2015)
Business and Agency Environment:
The top marketing and public relation agencies include:
Saatchi and Saatchi
OMD Norway
Republica Oslo
Erno
TRY/Apt
Geelmuyden-Kiese
Mindshare Norway
MEC Norway
Maxus Norway
SMFB
MK Norway Advertising Agency
Eniro Norge
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The top public relation firms include:
The Magic Touch Norway AS
Iteo digital
Coxit Public Relations
The Norwegian Media Authority falls under the Ministry of Culture. The responsibilities of
this group include enforcing the Media Ownership Act, monitoring the media, and processing
broadcast licenses for radio and television. NMA is a resource for information about media
companies, radio and television licenses and media legislation.
The Norwegian Media Businesses’ Association is a national association. It primarily
represents and reports statistics on the nation’s newspaper industry. (MediaNorway)
Media Availability:
Freedoms of expression, media freedom and the right to access government information and
documents are guaranteed by the Norwegian government under Article 100 of the constitution
(Freedom House – Norway). To date, the courts have adhered to the law, protecting the public’s
access to information and the right to know. The Norwegian media are free from censorship and
political pressure. The government does not restrict Internet access.
Newspaper readership in Norway is one of the highest in the world with over 200
newspapers. Norwegians also enjoy television, radio and magazine for their information and
pleasure. Newspaper ownership is dominated by three companies and the public broadcaster
NRK is strong in both television and radio. However, competition is strong – especially among
private broadcasters.
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Recent studies indicate a decrease in newspaper reading and television watching as the
country sees an increase in Internet use, social media use and accessing newspapers online
(Norwegian media barometer, 2015)
Market and Audience Information:
Norway faces challenges in market research due to a decline in respondent cooperation in the
last two decades. For market research to be more successful in Norway, researchers need to
develop better incentives for replies and cooperation.
A great source of statistics in the country – that claims frequent media outlet use – is Statistisk
sentralbyra (Statistics Norway) – www.ssb.no.
The Ministry of Culture is responsible for the policies regarding media and is a resource for
information on markets and audiences.
Norway’s government web site offers contact information for the National Institute of
Consumer Research: “The National Institute for Consumer Research (SIFO) is an independent,
multidisciplinary centre for research, testing and reporting on consumer affairs. The institute
shares its expertise with public authorities, political leaders, businesses and organizations. It
conducts research for the Research Council of Norway as well as state agencies, businesses and a
variety of other organizations.” (National Institute for Consumer Research)
Passport Euromonitor provides 33 pages on the Consumer Lifestyles in Norway. This
complete information is broken down by population and segments which provide a wealth of
audience information and trends. The most challenging issue is in regards to consumer
confidence. Per Euromonitor, “According to a survey conducted by Finance Norway in the first
quarter of 2016, consumer confidence in the economy reached an all-time low. The main
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indicator is the difference between optimistic and pessimistic responses to five standard
questions in the survey. The Finance Norway report states, ‘We have to go back to the banking
and housing crisis in the early 90s to find two blocks with lower readings.’ Finance Norway
CEO Idar Kreutze says, ‘We now see that low confidence in the country's economy is spilling
over into confidence in their own economy”. He adds, “Breaking it down further, we see that
more are considering encountering possibly tighter times, by postponing major purchases and
spending less on for example car and travel.’ “ (Euromonitor - Consumer Lifestyles in Norway,
2016)
Entry Market Strategy:
According to Global Industry Analysts, Inc., “The global market for sun care products is
projected to reach $11.1 billion by 2020, driven by rising awareness over the importance of sun
protection and launch of new products. Europe represents the largest market worldwide. Growth
in the coming years will be driven by the development of more effective sun care formulations
featuring natural and organic ingredients.” (The Global Sun Care Products Market, 2015)
Entry market strategy will include hiring a Norwegian public relations company to act as our
eyes, ears, hands and legs as we plan to launch the product. The PR company will provide us
with cultural and governmental insights [especially regarding government regulations] so we can
effectively plan a successful launch that will include advertising in traditional channels – TV,
print, radio and store displays. Using non-traditional media we will launch a Norwegian-based
web site for e-commerce. Social media will focus on blogs, vlogs and Instagram, driving the
consumer to our web site or stores for local purchases.
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Of the six standardized global marketing communication strategies, ours will focus on the
Semistandardized Strategy. With so many of Hofstede’s cultural dimensions in common, we
feel that we can revise our current U.S. marketing strategies by changing the promotions to
reflect the more feminine culture of Norway. Using this strategy, we can focus on its innovative
product attributes and benefits.
Creative Brief:
Repeated exposure to the sun causes permanent damage to the skin that results in wrinkles,
premature aging, and in some cases, skin cancer. Harsher weather requires increased efforts to
safeguard your skin against the effects of the sun. Norwegians face 16 hours of sunlight during
the summer months and need to take extra precautions to care for their skin and overall health.
With increased consumer awareness about sun damage and increase popularity in products
with natural and organic ingredients, Aubade Sun Care Products will position its products in
front of the Norwegian consumer as natural remedy to battle sun damage and help preserves
one’s skin and well-being.
With consumer confidence at an all-time low in Norway [made worse by the impact of Brexit
making Norwegians more conservative], and with consumers wary about spending money on
luxury items, Aubade Sun Care Products offers an affordable sun care line with natural and
organic ingredients. Norwegian consumers will feel that by using our product on themselves and
those they love, they are taking care of themselves and those most important to them. Our goal
is to become a major influencer in the Norwegian skin care market.
The primary audience is predominantly female. She is between 16 and 65. She is a student, a
professional, a mother, a grandmother, a caregiver who realizes that in taking care of herself she
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is better poised to take care of those around her. And because of this caregiving nature, the
secondary target audiences come into the picture. This woman will share her Aubade sun care
secrets so those she loves will also use her sun care products to protect and care for themselves.
Advertising to the secondary audience will focus on those in her care-giving circle – the men her
in her life and the babies and children in her life.
As a feminine culture, Norwegians are characterized by favoring caring, nurturing, and
understatement. Men also share these attributes and cultural values so promotions to the
secondary audience can focus on the male as the caregiver recommending our sun care products
to those in his circle of caregiving. We want the relationship between our products and the
Norwegian consumer to be integral parts of the relationship they share with those they love the
most. Aubade Sun Care Products show you care about the ones you love.
Norway has a very even representation of the sexes in their population, with just slightly less
females in all age ranges. (The World Factbook, 2016). Though women are our primary
audience, the almost equal representation of the sexes allows us to create campaigns that appeal
to both women and men – primary and secondary target audiences.
2015 consumer trends in Norway witnessed an increase in demand for natural and organic
products and it seems this trend isn’t going away anytime soon. (Skin Care in Norway, 2016)
Aubade will face heavy competition in the Norwegian skin care market. The leader in
Norway is L’Oreal Norge AS which recently purchased the established brands of Decleor and
Carita. Vichy, Biotherm and Lacome are key players in the market also. Where we hope to
differ from these heavy hitters and to pull our target away from such brands is to introduce a new
and fresh product that offers natural and organic ingredients – but most importantly – offers
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quality products at an affordable price to address the current economic concerns faced by
Norwegians.
The “common sense” understanding of the world where Aubade Sun Care Products appeal to
today’s consumer are based upon these two significant consumer trends:
Consumers are more educated about the harmful effects of sun exposure. With climate
change that appears to result in hotter summers, protection of the skin during the summer
months has seen an increase in sun care products among consumers. Anti-ageing is also a
concern among consumers who want UV protection to battle wrinkles and premature aging
(Euromonitor International - Sun Care in the US).
Consumers are more concerned about what ingredients go into their skin care products.
Because of this, “the natural and organic cosmetics industry has seen solid growth, boosting
the skin care category” (McDougall, 2013).
The most blatant communication problem that Aubade Sun Care Products face is that current
U.S. advertisments use copy and images that are most appealing to masculine cultures: the focus
is on being the best, looking your best and showcasing your beautiful, healthy and glowing skin.
Norwegian consumers will find this appalling and unappealing. We need to communicate the
brand effectively with clear understanding of the cultural variables in a feminine culture so that
the message and product will resonate with Norwegian consumers.
Creative Execution:
Creative Strategy - Norwegian consumers feel that by using our product on themselves and
those they love, they are taking care of themselves and those most important to them.
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Brand Image – personality descriptors include: new, innovative, caring, kind, warm-hearted,
natural, organic and nurturing.
Promise – Aubade Sun Care Procucts offers affordable, natural and organic products that help
prevent sun damage, skin damage, wrinkles and premature aging for those who live in the sun.
Tone and manner – the verbal and visual “voice” will convey a tone of taking great care of one’s
self and those you love.
Tagline/Logo – “Aubade Sun Care Products show you care about the ones you love.” The logo
will use a graphic – or photograph – of the sun over the fiords of Norway.
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