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How NTE Made Trøndelag the Star of a 2024 Summer Anthem
NTE's 'We Are Trøndera' is a 2024 Norwegian brand campaign created by Trondheim agency Superponni that transforms regional Trøndelag identity into an EDM summer anthem and music video, starring award-winning actor Øyvind Brandtzæg, Hedda-nominated actress Madeleine B. Nilsen, and bestselling Norwegian author Anne B. Ragde.
Published in June 2024 in Norway, the campaign operates under the Norwegian title 'Vi e trøndera', a phrase rendered entirely in the Trøndelag dialect — a deliberate creative choice that foregrounds linguistic and cultural authenticity over conventional product messaging. The track is classified across the electronics and technology category, reflecting NTE's position as a regional energy, telecommunications, and technology-services group serving Trøndelag. Rather than advertising a specific product or tariff, the campaign advances a single, unambiguous brand proposition: NTE is a Trøndelag company, rooted in the region it serves.
The campaign's format is a full EDM music video, complete with choreography, costume, and cinematic production values more commonly associated with the entertainment industry than the utility sector. Øyvind Brandtzæg's prominently styled mullet, Madeleine B. Nilsen's high-energy power-walk choreography, and Anne B. Ragde's appearance as what the campaign itself describes as a majestic Trøndelag goddess collectively construct a portrait of regional pride that is simultaneously self-aware and genuinely celebratory. The campaign's own framing — 'You probably won't understand a thing, and that's okay' — signals that the work is intentionally inward-facing, speaking directly to Trøndelag residents rather than seeking national or international reach. In doing so, NTE makes a strategic wager that deep regional resonance outperforms broad, diluted messaging in building local brand loyalty. Clapboard rates this campaign 78 out of 100.
Superponni identified regional identity as NTE's most defensible competitive asset. NTE is a regional Norwegian energy, telecommunications, electrical-installation, and technology-services group focused on Trøndelag, as confirmed by NTE's own reporting, and that geographic specificity is precisely what larger national competitors cannot authentically replicate. In Norway's energy and telecommunications market, NTE competes against nationally scaled providers such as Telenor, which operates across all Norwegian regions, and Fjordkraft, which markets energy products to consumers throughout the country. Neither carries the embedded local identity that NTE holds in Trøndelag, and 'We Are Trøndera' is structured to make that distinction felt rather than merely stated.
The strategic rationale connects directly to NTE's commercial scale. According to Nte No, NTE served 105,000 electricity customers and more than 80,000 telecommunications customers in 2024, a customer base concentrated almost entirely within Trøndelag. Retaining and deepening loyalty within that defined geography is more commercially efficient than competing for marginal share in markets where NTE has no infrastructure advantage. The campaign therefore functions as a retention and affinity instrument rather than an acquisition tool.
In Norway, regional identity carries particular cultural weight. The Trøndelag dialect is distinct and immediately recognisable to Norwegian ears, and its use in public-facing creative work signals a form of respect that marketing in standardised Bokmål cannot convey. Per Pub Norden, Norway's regional linguistic and cultural diversity is a documented social and political priority, lending the campaign's dialect-first approach a legitimacy that extends beyond creative novelty. By entrusting the campaign to Superponni, itself a Trondheim-based agency, NTE ensures that the regional voice is not performed from the outside but produced from within.
Andreas Børsting Røe directed 'We Are Trøndera' for production company TYD, with cinematography by Sindre Aalberg and post and visual effects work handled by Parabel Studio. These production credits are documented across clapboard.com and Superponni No. The campaign's creative direction was led by Tor Martin Norvik, with art direction by Anette Hammer, both credited to agency Superponni.
The creative execution commits fully to the music-video format rather than borrowing its aesthetic conventions selectively. The EDM track 'Vi e trøndera', performed by Øyvind Brandtzæg and Madeleine B. Nilsen and featuring Anne B. Ragde, is built around Trøndelag dialect lyrics that, as the campaign openly acknowledges, are designed to be opaque to non-Trøndersk audiences. VFX producer Filip Lind and VFX artist Ole-Marius Lakselv, credited on clapboard.com, contribute visual elements that push the work into a register of deliberate, joyful excess — the kind of heightened reality that EDM-adjacent music video production demands.
The casting decisions are as much creative choices as they are strategic ones. Øyvind Brandtzæg is an award-winning actor whose mullet hairstyle functions as a cultural signifier within the video's comedic and celebratory register. Madeleine B. Nilsen, a Hedda-nominated actress, brings choreographic commitment to what the source material describes as an infectious power-walk sequence. Anne B. Ragde, one of Norway's most widely read authors, provides a layer of cultural gravitas that elevates the work beyond novelty. Together, the three performers embody distinct facets of Trøndelag cultural life — performance, physicality, and literature — unified by the shared vernacular of the dialect and the unifying energy of the EDM track. The result is a piece of branded content that earns attention on entertainment terms rather than demanding it on commercial ones.
No third-party verified campaign performance data — such as view counts, earned media reach, or brand-lift metrics — is publicly available for 'We Are Trøndera' at the time of this analysis. However, the structural conditions for effectiveness are demonstrably strong. NTE entered the campaign with a confirmed base of 105,000 electricity customers and more than 80,000 telecommunications customers in Trøndelag, according to nte.no, providing a large, geographically concentrated audience predisposed to respond to authentic regional messaging.
NTE's 2024 operating result reached NOK 735 million and its net result NOK 457 million, according to nte.no — figures that reflect a commercially stable organisation with the resource base to invest in brand-building campaigns rather than purely performance-driven communications. The campaign's EDM music video format is structurally well-suited to organic social sharing, a distribution dynamic that amplifies reach without proportional media spend.
From a craft and strategic standpoint, the campaign's decision to embrace Trøndelag dialect exclusively creates a self-selecting audience effect: those who understand the lyrics are precisely the existing and prospective NTE customers in the region, while those who do not are invited into a moment of curious, good-natured exclusion that generates cultural conversation. The involvement of a Hedda-nominated actress, an award-winning actor, and one of Norway's most prominent authors gives the work credibility that extends across entertainment, literary, and general media channels in Norway. The campaign earns a Clapboard Score of 78 out of 100, reflecting strong creative distinctiveness and strategic coherence, with room for greater measurable accountability.
'We Are Trøndera' is a 2024 Norwegian brand campaign by NTE, created by Trondheim agency Superponni. It takes the form of an EDM music video celebrating Trøndelag regional culture, performed in the local dialect by actor Øyvind Brandtzæg, actress Madeleine B. Nilsen, and author Anne B. Ragde. It was published in June 2024.
Superponni created the 'We Are Trøndera' campaign for NTE. Superponni is a Trondheim-based creative agency, and the campaign was produced by TYD, also based in Trondheim. The campaign's regional origin reinforces its central argument that NTE is an authentically Trøndelag-rooted company, not a nationally uniform brand speaking to the region from outside.
Andreas Børsting Røe directed the 'Vi e trøndera' music video for NTE. Cinematography was handled by Sindre Aalberg, and visual effects were produced by Parabel Studio, with VFX credits attributed to Filip Lind and Ole-Marius Lakselv. Creative direction was led by Tor Martin Norvik, with art direction by Anette Hammer, both of Superponni.
NTE used the Trøndelag dialect to signal authentic regional belonging to its core customer base in Trøndelag, Norway. The campaign openly acknowledges that non-Trøndersk audiences will not understand the lyrics, framing that linguistic exclusivity as a feature rather than a limitation and reinforcing NTE's identity as a genuinely local energy and technology company.
NTE is a regional Norwegian energy, telecommunications, and technology-services group focused on Trøndelag. According to nte.no, NTE served 105,000 electricity customers and more than 80,000 telecommunications customers in 2024. Its 2024 operating result was NOK 735 million, reflecting a commercially stable organisation with strong roots in the mid-Norwegian region.
'We Are Trøndera' by NTE and Superponni receives a Clapboard Score of 78 out of 100. The score reflects strong creative distinctiveness, strategic coherence, and an effective use of regional culture as a brand differentiator, with the primary area for improvement being the absence of publicly verified performance metrics to confirm audience impact.
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